ReadySetEat, ConAgra's flagship CRM program, was actively going through a brand equity restage to reflect better their changing consumer relationships with cooking, dining, and recipe content. Foodie culture was embracing clean ingredients, adventurous cuisines, and the desire to make food look as beautiful as possible for Pinterest and Instagram. The new overall brand equity became "Embrace Your Culinista!" We created a new content strategy focused on bold cooking, confidence-building, and creative expression. The video and photography guidelines needed to embody the energy, experience, and sensory appeal that the new equity represents.

The setup, propping, and food styling needed to capture a sense of fearless experimentation. The styling needs to feel real and messy – never perfect. Fresh, beautiful ingredients and well-used kitchen cookware shot with a shallow depth of field created a tactile, inviting, and appetizing food. The photography needed to inspire trial with one beautiful image or sequential, step-by-step treatments. The videos became much more about recipe storytelling and keeping the interaction with the food as the center of attention.