If you’re paranoid and live in New York City, you might believe Baldor trucks are following you. In fact, they’re delivering sea scallops, wild ramps and Maldon sea salt to the city’s most celebrated restaurants.
But as COVID shuttered their customers, Baldor needed to go direct to consumer—with established competitors, limited budgets, and no time.
We realized that during the pandemic, foodies’ home kitchens were the only site of socializing and dining. In other words, people’s homes were their restaurants.
That inspired a line: Ingredients for the home restaurant. The connection to restaurants tapped into the brand’s equity, and helped us achieve premium positioning without bragging.
With social media to impress and a massive stash of food porn at our disposal, we took a minimalist photography direction, with high-contrast lighting, dramatic shadows, and negative space, with eye-catching backgrounds that changed with the seasons.
