Background
Founded in 1997, Sol Cuisine grew to become a leading supplier of gourmet plant-based alternatives.The brand, which began by selling organic tofu products grew to offer an extended range of plant-based entrees sold in 4,000 retail locations including Whole Foods, Albertsons, Safeway, and Target.
Challenges
We were contacted by Sol Cuisine’s agency, Colour. The brief: produce 20-25 photos which would be used across channels including paid media, organic social, print, and digital across North America (Canada, USA, Mexico). The target audience: flexitarians—primarily young families—who are introducing some plant-based proteins into their diet in place of meat, primarily because they view it as a healthier eating choice for their families.
The client’s ask:
“Preference is for the product to be plated on dark ceramic bowls/plates, something with a little bit of texture or detail that makes the bright food element pop.”
Solution
We followed the creative brief by delivering fresh, appetizing, flavour-forward images with warm, dark tones as background colours to highlight the star products. Throughout the project we focused on delivering a gourmet look and feel that evokes emotion and pulls viewers into the scene.
Prior to the shoot, our team assembled all the surfaces and props that would be needed. Then, our team (photographer, assistant, and food stylist) shot over the course of two days.
With client and agency teams based in Toronto and Montreal, we facilitated a live session for the shoots which allowed everyone to see images as they were captured and provide feedback as the shots were being taken.
Outcome
We shot a series of product shots and pack shots for three different product families. Sol Cuisine was acquired for $125m later that year.
