Interview with Jessica Hughes, Managing Director of Viscul, USA

In 2018, Viscul created a series of videos highlighting three local growers who produce ingredients sold in Giant/Martin’s Food Stores. The goal was to illustrate how Giant/Martin’s supports local farms, their communities, and local economies, and to show consumers how quick delivery from farm to store to table enhances the quality of the products they buy.It’s clear that our efforts motivated customers to shop and to purchase additional items. Seventy-four percent of customers found the local campaign to be extremely/very appealing, and 77% recalled the promotion without visual aid—the highest unaided campaign awareness ever achieved for our client. The peach, sweet corn, and apple content were top-performing social content in P7, P8, and P10, driving a lower-than-benchmark cost per click and averaging view times of up to 30 seconds. Overall, our content improved customer perception of the quality of local produce and of the quality, variety, and service provided by Giant/Martin stores.We decided to enter this project as well as Lancaster Water Group’s brand identity into Muse because campaigns – whether branding or marketing – is where our team is able to be 100% collaborative with one another, making it not just an individual job, but rather a team effort.

The biggest challenge with these projects is actually what makes them shine – the storytelling. Every image, word and video communicates that salt-of-the-earth love of farming that each of the featured farms exude.They genuinely care about what they are growing and how it is impacting their community. It is up to us to condense that passion into a bite-sized pieces of content that resonate with the consumer.

Collaboration, imagination, and the constant push to be better.

Read, watch and review industry trends and highlights, but then put that away and use your most important tool – your imagination. I am constantly inspired by our team on Monday mornings when they talk about what they did on the weekend and how it makes them want to do something creative around that experience.

It is a team effort. Your team isn’t built upon one person, but rather the strength of team as a whole.