Raybern's
How do we change the stigma of frozen food?
We must challenge culinary and cultural expectations. Is the purpose of cooking to make everyone online jealous or to make something delicious? Is it honorable to sacrifice your entire afternoon or is it a waste of precious free time? Do you really need to match the lofty culinary expectations of society or can you cook without being bound by social norms? I mean, really, what is cooking, anyway?
OOHs challenging culinary complexity with a 'keep-it-simple-stupid' aesthetic
Easy sandwich recipes (and also difficult ones)
A cookbook comparing the total cooking time of from-scratch recipes and their microwaveable equivalent.
Placement:
novelty gift shops
digital banners alongside recipe articles
A quick and efficient recipe article
Contrasting the lengthy life stories of other recipe blogs, this self-aware recipe article wastes no time in giving the recipe's instructions and shooing the reader away.
Placement:
online culinary spheres
socials
Raybern’s Culinary School for the Time-Starved
A 90 second crash course of culinary expertise (which, conveniently, is the precise cooking time for a Raybern’s sandwich).
Chefs push participants through stations at a ridiculously fast pace, taking out already-prepared ingredients (a la Julia Child) after each task (~10 seconds).
Placement:
college campuses
food festivals
Upon graduating the culinary school, participants receive a snazzy looking diploma, complete with a photo-op.
The text reads:
"This snazzy certificate officially certifies the recipient as a one-hundred-percent super certified COOK.
As a graduate of this ninety second culinary institution, may you continue to learn and continue to wonder: what is cooking, anyway?"
Headwrap merchandise with quasi-confident phrases, given to graduates of the culinary school
The pains of traditional cooking methods
Branded bandages/hand cream for those who have been burned and scarred by the kitchen, serving as a reminder of easier (painless) alternatives.
Placement:
social media giveaways
novelty gift shops
The Inner Thoughts of Grocery Shoppers
Stickers on grocery store floors reveal the inner dialogue of shoppers weary from society's culinary expectations.
By following the path, shoppers continue the train of thought, leading them to the Raybern's section of frozen food aisle and the campaign's tagline.
2024-02-27-161354343.mp4TikTok recipe reality (video 1)
TikTok recipes are often flashy and grossly impractical. A down-to-earth tone stands out by contrasting the gloss of other cooking videos.
To emphasize what little labor the Raybern's recipe requires, the video lists several non-culinary-related activities to do whilst actively ‘cooking.’
2024-03-08-123745284~2.mp4TikTok recipe reality (video 2)
Other food TikToks have stupidly elaborate recipes, even for a mere sandwich. Next to the breezy reality of Raybern’s, it looks even more stupid.
In a split screen comparison, while the other cook lists off their numerous instructional steps in rapid succession, another “cook” quickly prepares their Raybern’s sandwich and waits in complete repose.
Webb_Sweatpants Romance Presentation - March 2024.pdfThe complete presentation.
Strategy created alongside Benji Fulfer
Art direction by Nijel Aranibar