While Rise'n Roll has captivated customers with their irresistible donuts, their wide variety of other offerings is often overlooked.

Our first jab at creating a campaign to solve this problem didn’t perform as we had hoped. We created a “Summer Jams” campaign to promote Rise’n Roll’s wide variety of jams with a picnic photoshoot and created playlists correlating to specific jam flavors to motivate consumers to buy them. When the campaign launched on social media, we saw a drop in engagement compared to the donut posts.

Eager to solve this problem, we brainstormed other ways to drive the interest of other Rise’n Roll products. We thought, many of these products—jams, cheese, bread—aren’t typically things people buy on their own, and they aren’t the easiest to promote individually. But what if we showcased them as ingredients in a recipe?

We came together for a strategy meeting to build out this idea. We landed on creating a video campaign inspired by trending content on social reels and TikTok, featuring both ASMR and voiceover versions to appeal to different audiences.

The campaign sparked new conversations, our social followers were trying to guess the recipes on the teasers and requesting the recipes on the posts. Excited about our new idea, we carried the campaign all the way through Q3 and Q4 creating seasonal recipes.

The result: