Minnesota is a land of contrasts. A rich outdoor recreation scene - complete with 5,000 campsites across the state. And an internationally-recognized food scene - home to award-winning restaurants and chefs. To combine our natural beauty with our culinary prowess, we partnered with James Beard-nominated chef Yia Vang to create cross-over content that both feeds the interest of the foodie and inspires campers alike. The Culinary Campfire features Chef Vang preparing three recipes in three outdoor locations, showcasing Minnesota’s rich Hmong culture, open fire cooking and the amazing geodiversity of Minnesota.
The Culinary Campfire campaign drove nearly 1 million video views, 100,000 pageviews and created an incredibly engaging average of over seven minutes spent on-site. In addition, social engagements were 98% more efficient than average paid social campaigns. Brand USA also picked up the series for its GoUSA TV Mobile app, streaming channel, and linear channel - and awarded us the Outstanding Video Storytelling award at the 2022 ESTO Awards.
Photography & Videography
Strategy & Design