Fit Foods is a well-established Irish food brand with a strong presence in supermarkets across Ireland. When they launched a new protein pudding range (entering a category that was everywhere at the time), they needed content that could carry the launch across every platform and every format, from social media to print.
This was a full creative project: creative direction, recipe development, food photography, short-form video, and editing.
The Challenge
Protein puddings were trending. The market was moving fast, and Fit Foods needed to move with it — launching a new range that sat alongside their existing products but had its own visual identity, its own energy, and content that would make people want to try them.
The brief called for something fresher and more vibrant than their existing product lines. New colours, a different visual mood, and content that worked equally well on a supermarket shelf feature, a TikTok scroll, and a magazine page. The content also needed to show the products in context — not just what they were, but how people could actually use them, which meant lifestyle content and recipes that felt relevant and approachable rather than generic.
They came to me with an idea and gave me the creative space to bring it to life.
The Solution
The project started with a detailed creative strategy (brief, mood board, shot list, recipe development) to establish the visual direction before anything was shot. Getting that foundation right meant the shoot itself ran efficiently and the content came out cohesive.
I developed recipes built around what was actually trending: protein pancakes, a no-bake crumble, and other formats that people were already searching for and making at home. The idea was to put the puddings into real situations rather than just showing the packaging — content that gave people a reason to pick them up.
The production covered:
- 10 photographs across food, product, and lifestyle formats for use on Instagram, TikTok, Facebook, the website, and printed materials.
- 10 short-form videos: stop-motion, recipe videos, and lifestyle clips (formatted for Instagram Reels and TikTok). Each one was built around a specific recipe or use, edited and ready to publish.
Everything was planned, shot, styled, cooked, edited, and delivered by me.
The Results
The content was published across Fit Foods’ Instagram, TikTok, Facebook, website, and printed materials, including a feature in ShelfLife magazine.
On TikTok, three videos from the launch reached:
216,000 views — 67,800 views — 61,200 views
On Instagram, individual videos reached 14,200 views, 12,300 views, and nearly 4,000 views.
For a product launch campaign built entirely on organic content, those are strong numbers — particularly the TikTok performance, where the recipe-led format connected with exactly the audience Fit Foods needed to reach.
The content continued to be repurposed by the client across their marketing channels well after the initial launch period, which is exactly what well-planned content should do: one shoot, one production period, months of use.
“Love your work Chiara and your help in bringing our brand to life!” — Fit Foods
If you have a product launch coming up and want content that’s planned properly, built around your specific goals, and made to last beyond launch week, I’d love to hear what you’re working on. Based in Dublin, working with food brands across Ireland and internationally.
A MATTER OF NOURISHMENT 