Small brand, big blitz
MAMA O’S PREMIUM KIMCHI
“THE FOOD SERVICE HERO”
MAMA O’S PREMIUM KIMCHI
“THE FOOD SERVICE HERO”
Small brand, big blitz
MAMA O’S PREMIUM KIMCHI
“THE FOOD SERVICE HERO”
(CLIENT)
(CLIENT)
Mama O's Premium Kimchi
Mama O's Premium Kimchi
(SERVICES)
(SERVICES)
Campaign Strategy, Creative Direction, Video Production and Post-Production, Social Strategy, Influencer Partnerships
Campaign Strategy, Creative Direction, Video Production and Post-Production, Social Strategy, Influencer Partnerships
The Brief
The Brief
Mama O’s Premium Kimchi — a small, family-run CPG brand with deep roots in handcrafted Korean fermentation (and a Shark Tank appearance under their belt) — had just landed real food-service distribution through European Imports and Sysco. That meant a new product line — food-service-sized kimchi, kimchi paste, and kimchili sauce — and a new audience to win over: restaurant owners, executive chefs, caterers, and corporate kitchen buyers who’d never heard of them.
They came to us wanting a series of chef-driven recipe videos. We saw an opportunity to build something bigger.
Mama O’s Premium Kimchi — a small, family-run CPG brand with deep roots in handcrafted Korean fermentation (and a Shark Tank appearance under their belt) — had just landed real food-service distribution through European Imports and Sysco. That meant a new product line — food-service-sized kimchi, kimchi paste, and kimchili sauce — and a new audience to win over: restaurant owners, executive chefs, caterers, and corporate kitchen buyers who’d never heard of them.
They came to us wanting a series of chef-driven recipe videos. We saw an opportunity to build something bigger.
Watch the Film
The Challenge
The Challenge
The real challenge wasn’t creative, it was structural. A small brand with a genuinely limited budget needed to make real noise in a crowded food-service space — and a handful of polished recipe videos, however well made, weren’t going to do that on their own. Beautiful content with nowhere to go is just beautiful content.
We had to figure out how to make premium production and social distribution work as one system instead of two separate line items — and we had to do it in a way that stretched every dollar Mama O’s had.
The real challenge wasn’t creative, it was structural. A small brand with a genuinely limited budget needed to make real noise in a crowded food-service space — and a handful of polished recipe videos, however well made, weren’t going to do that on their own. Beautiful content with nowhere to go is just beautiful content.
We had to figure out how to make premium production and social distribution work as one system instead of two separate line items — and we had to do it in a way that stretched every dollar Mama O’s had.
The Approach
The Approach
We counter-proposed a different budget entirely: 70% into carefully curated influencer partnerships, 30% into a hero video and its extensions. That meant a smaller production fee for us — but a campaign built for actual reach instead of just a nice reel.
The hero spot, shot at Mama O’s own production facility in Queens and starring the real Mama O and her family, was built social-first from the start — premium but comedic, cut for Reels and TikTok rather than adapted after the fact. We built out a full library of extensions alongside it: outtakes, memes, boomerangs, the kind of native social content that actually gets shared rather than scrolled past.
At the same time, we rebuilt Mama O’s Instagram from the ground up — new visual branding, story highlights, a pinned carousel introducing the Mama O’s family and business, and clear CTAs pointing straight to purchase through European Imports.
Everything launched together in a synchronized two-week blitz: hero video, extensions, and 30+ creator partnerships across Instagram, TikTok, and YouTube Shorts, all hitting at once to build real algorithmic momentum instead of a slow trickle.
We counter-proposed a different budget entirely: 70% into carefully curated influencer partnerships, 30% into a hero video and its extensions. That meant a smaller production fee for us — but a campaign built for actual reach instead of just a nice reel.
The hero spot, shot at Mama O’s own production facility in Queens and starring the real Mama O and her family, was built social-first from the start — premium but comedic, cut for Reels and TikTok rather than adapted after the fact. We built out a full library of extensions alongside it: outtakes, memes, boomerangs, the kind of native social content that actually gets shared rather than scrolled past.
At the same time, we rebuilt Mama O’s Instagram from the ground up — new visual branding, story highlights, a pinned carousel introducing the Mama O’s family and business, and clear CTAs pointing straight to purchase through European Imports.
Everything launched together in a synchronized two-week blitz: hero video, extensions, and 30+ creator partnerships across Instagram, TikTok, and YouTube Shorts, all hitting at once to build real algorithmic momentum instead of a slow trickle.
The Outcome
The Outcome
A small kimchi brand with a razor-thin budget walked away with a campaign that punched like one from a client ten times its size — proof that premium storytelling and social-native distribution do more together than either one does alone.
A small kimchi brand with a razor-thin budget walked away with a campaign that punched like one from a client ten times its size — proof that premium storytelling and social-native distribution do more together than either one does alone.
749K total campaign reach
111,117 page views
+5.2% increase in followers
153 unique pieces of content created
14 creator-produced feature reels and collaborations
40 creator-produced stories
240 external link clicks driving toward purchase
5M+ combined reach across 30+ partnered creators
749K total campaign reach
111,117 page views
+5.2% increase in followers
153 unique pieces of content created
14 creator-produced feature reels and collaborations
40 creator-produced stories
240 external link clicks driving toward purchase
5M+ combined reach across 30+ partnered creators
ARE YOU GONNA FINISH THAT?
ARE YOU GONNA FINISH THAT?