Client:
RIND Snacks: Social Content
Keep It Real. Eat the Peel.
To help address the growing problem of food waste in the world, Rind developed a line of dried fruit snacks utilizing the typically discarded, edible peels that ordinarily make up about 15% of annual food waste. The brand began with a clear mission in mind, working to provide healthy snacking options while limiting its consumption footprint in the world. To help communicate this mission, RIND enlisted the help of Pulp+Wire to develop a visual perspective and engaging social content.
Deliverables
- Social Media Strategy
- Creative Direction Development
- Content Shot Planning
- Content Photography
- Organic Social Media Content
Evolving Our Creative Vision Along With the Brand
Upon initially partnering with RIND to develop social content, Pulp+Wire took a lifestyle-driven approach, showcasing usage occasions and snacking cues to help audiences see how to incorporate Rind into their routines. Over time, as the brand grew, this approach evolved in a number of ways to capture the playful spirit and brand story that RIND had to share.
With creator partners and in-house content teams contributing to the lifestyle component, Pulp+Wire was given the opportunity to explore unexpected creative avenues that would bring as simple an idea as upcycling fruit peels to life while providing audiences with craveable inspiration.
2019-2020 | Highlighting Lifestyle-Driven Usage Occasions
In the initial period of our content creation partnership, Pulp+Wire placed an emphasis on lifestyle-driven vignettes highlighting the specific occasions during which you might enjoy RIND. The aesthetic was very aligned to the moment on Instagram, creating perfectly stylized and aspirational content that our audience could picture themselves within.
2021 | Infusing Playful Inspiration
As the brand continued to grow, Pulp+Wire was tasked with finding new creative roads to help set RIND apart from other snack brands on social media. Experimentation with color, props, and settings led to an increasingly vibrant way of bringing flavor profiles and new products to life.
2022-2023 | Getting Wild With It
After seeing initial positive response to some of the more inventive creative directions featured within content, Pulp+Wire was encouraged to make it even weirder. Utilizing a more avant-garde visual aesthetic, we incorporated glitter, sparkles, juxtaposition of different types of fruit, and more to truly establish moments that would pop in the feed.
