What a sustainable video production can look like
“Organic food can’t be made just like that, you have to be convinced.” – is a quote from one of the films we produced for Alnatura. We wanted to make organic food production relatable. Where does the food come from? What does organic farming look like? Who are the people behind it? Since 2011, we have made 25 films for organic food company Alnatura that show where carrots come from and how organic vineyards harvest the grapes by hand. Shot once in a high quality, we were able to utilize the content many times in different formats for social media and ensure a long-term credibility.
Creating Trust and Transparency
Anyone who produces food today is facing great challenges. The frequent scandals in agriculture are best countered with transparency and efforts to build trust. More than 3000 people work for Alnatura, together they produce more than 1300 straightly organic products. It is important to understand what’s behind that.
We have met real and honest farmers who have been producing sustainably for Alnatura for years. They invited us to observe their daily work, nothing was made up. It was also our goal not to conceal anything: the viewer shouldn’t get a wrong impression, because the core of all films is trust and honesty.
In social media, this approach worked very well: Our films were seen unusually often on Alnatura’s Youtube channel – sometimes between 20.000 and 170.000 views. And on Facebook they could reach up to a quarter of a million views per video. The interactions were also pleasantly positive: viewers praised our honest portraits and the trust that Alnatura has in the farmers that we show. Beyond view counts, this was our biggest goal.