Client:
Dr. Praeger’s: Social Content
Evolving Our Creative Approach Over Time
One of the things we love most about the digital landscape is the constant shift in creative style that allows us to keep our clients on-trend, relevant, and always trying something new. For Dr. Praeger’s, we had the opportunity to evolve the brand’s look and feel on social media twice, reflecting creative goals and business priorities with each shift.
Deliverables
- Social Media Content Strategy
- Creative Direction Development
- Content Shot Planning
- Content Photography
- Organic Social Media Content
Letting Our Vision Do the Talking
When Pulp+Wire first began working with Dr. Praeger’s, the brand’s social presence was very traditional – product shots, beautifully plated dishes, and clean, white backgrounds. With the plant-based protein industry heating up around this time as consumers looked to change their eating habits and explore more sustainable ways to fuel their bodies, we were tasked with finding a way to help consumers rethink the concept of a veggie burger.
To entice and educate consumers about how to infuse more plant-based options into their mealtimes, Pulp+Wire took an approach that factored in engaging, unexpected vignettes, new recipe ideas, and craveable inspiration across all social touchpoints.
2020 | A Traditional Approach
Leading up to and including the initial transition period as Pulp+Wire came on board to support Dr. Praeger’s, the brand’s aesthetic on social media was very traditional, inclusive of:
- Perfectly plated meals
- Cues for how to enjoy products as part of a meal
- Fresh, veggie-forward setups to communicate the veggie-filled nature of Dr. Praeger’s products
While beautiful to look at, this was very indicative of the Instagram aesthetic of the time – perfectly stylized and aspirational.
2021 | Infusing Playful Inspiration
As 2021 kicked off, Pulp+Wire took a new approach, infusing more playfulness, color, intentional mess, and inspiration from meme culture to communicate key messages.
- Focus on movement, craveability of dishes, and stacked setups showing a bounty of flavors
- Inclusion of memes, tweets as visuals, and animals enjoying veggies to drive relatability
- Staging of small scenes to bring products to life outside of purely eating them, particularly with Dr. Praeger’s Littles as the main character
This approach drove strong engagement with the Dr. Praeger’s community, also winning Bronze at the 2023 Broderson Awards.
2022 | Focusing On Great Taste & Simple Ingredients
Coinciding with the launch of the brand’s Great Taste, Simplified campaign, Pulp+Wire adapted the bold, punchy look and feel to focus on flavorful food that helps you feel great.
- The aesthetic evoked a bright, sunny day in all scenes, whether shot indoors or outdoors
- Highlighting the anticipation, bite, and satisfaction experienced in enjoying a Dr. Praeger’s burger shone through to communicate craveability
- Making recipes relatable through perfectly imperfect styling and attainable dining scenarios helped paint the brand as one that can be enjoyed by all
This shift in creative approach continued to engage audiences, surpassing performance benchmarks for the campaign, with a 3.12% average engagement rate (goal: 2.50%).