Category Archives: Big Tips

In the fast-paced world of FMCG marketing, creating a meaningful impact on your website is crucial. Video is a dynamic and engaging medium that has the ability to convey information quickly and effectively, along with its capacity to evoke emotions – making it an invaluable tool for increasing conversions on your website. The team at Small Films details how you can use video to better convert on your site. 

Improve Engagement

Video captures your audience’s attention more effectively than text or static images. When consumers engage with video content, they tend to spend more time on your website, increasing the likelihood of conversion. This also supports your SEO strategy, with engagement rate as a key ranking factor. 

Showcase your Products

Video allows you to showcase your products in a way that highlights their key features and benefits. Whether it’s the perfect pour of a beverage, the crispness of a snack, or the feel of a personal care product, video can communicate these aspects vividly.


Video is an excellent medium for telling compelling brand stories. It allows you to connect with your audience emotionally, which is crucial in the FMCG industry where brand loyalty is essential. You can create videos that showcase the brand’s history, values, and commitment to quality.

A video showreel for the events agency Onepointfive

Educational Content

Video can serve as an educational tool, helping consumers understand how to use your products effectively. Whether it’s cooking tutorials for food products or skincare routines for personal care items, video can provide valuable information that aids in the decision-making process.

Social Media Integration

Videos can be seamlessly integrated into your social media marketing efforts, reaching a broader audience and driving traffic to your website.

A fun promotional video from Mallow & Marsh from the Small Films team

Product Demonstrations and How-To Videos

In the FMCG industry, demonstrating how to use your products can be a game-changer. Consider creating short, engaging videos that show your products in action. For instance, if your company produces cooking ingredients, create videos demonstrating mouthwatering recipes that use your products. This not only showcases the product but also provides value to the consumer.

Customer Testimonials

Customer testimonials are a powerful form of social proof. By creating video testimonials, you can humanise your brand and build trust with potential customers. Interview satisfied customers who can speak to their positive experiences with your products. Their authentic stories can help persuade visitors to make a purchase.

A customer testimonial with Rex London from the Small Films team

Behind-the-Scenes Content

Take your audience behind the scenes of your FMCG company. Show them the manufacturing process, quality control procedures, and the dedication of your team. Transparency is vital in the FMCG sector, where consumers are increasingly concerned about product origins and quality.

Interactive Product Tours

An interactive product tour can be an excellent way to engage potential customers. Create videos that allow viewers to explore your products in detail. Use clickable links to take them to specific product pages, where they can learn more or make a purchase.

User-Generated Content

Encourage your customers to share their experiences with your products through video content. User-generated videos can provide authentic reviews and endorsements, boosting the credibility of your brand. You can run contests or campaigns to motivate users to create and share videos.

Live Streaming Events

Consider hosting live-streaming events on your website. This can be particularly effective for product launches, promotions, or behind-the-scenes tours. Live events create a sense of urgency and excitement, encouraging visitors to take immediate action.

Optimise Video for SEO

To ensure that your videos are discoverable, optimise them for search engines. This includes using relevant keywords in video titles, descriptions, and tags. Additionally, create a video sitemap and submit it to search engines to improve video search visibility.

An SEO video for Gressingham Duck from the Small Films team

Mobile Optimisation

In the FMCG industry, a significant portion of your audience is likely to be accessing your website from mobile devices. Ensure that your videos are mobile-friendly, with responsive designs that adapt to different screen sizes and orientations. Slow-loading videos can deter potential customers, so optimise for speed as well.

CTAs and Video End Screens

Every video should have a clear call to action (CTA). Whether it’s encouraging viewers to visit your product page, subscribe to your newsletter, or follow your social media accounts, a well-placed CTA can guide visitors toward conversion. Additionally, use end screens to suggest related videos or products, increasing the chances of further engagement.

A/B Testing

Don’t be afraid to experiment. A/B testing different video placements, lengths, and content types can help you refine your approach for better results. Continuously analyse the data to understand what works best for your specific audience.

Data Analytics and Conversion Tracking

Implement robust analytics to track the performance of your videos. Understand how long users engage with your videos, where they drop off, and what actions they take afterwards. This data can inform your video strategy and help you make data-driven decisions.


Harnessing the power of video content is a strategic move that can significantly improve your website’s conversion rates. From product demonstrations and customer testimonials to interactive tours and live events, video offers a versatile range of tools to engage and persuade your audience. If you’d like support with creating video content for your website, then do get in touch with the Small Films team.

In today’s highly competitive business landscape, consumers are increasingly prioritising brands that embrace sustainability and ethical practices. In fact, a Nielsen study found that 73% of global consumers are willing to pay more for products and services from companies committed to positive social and environmental impact. This shift in consumer behaviour has led many brands to adopt sustainable practices and tell their stories through various mediums, with video being one of the most effective and engaging tools. In this article, the Small Films team explore the power of video in highlighting your sustainable brand story and examines successful examples from well-known brands such as Pentire and Fever-Tree.

The Importance of Sustainable Branding

This approach goes beyond showcasing eco-friendly products; it involves transparency, accountability, and a commitment to making a positive impact on the environment and society.

When executed effectively, sustainable branding can:

  • Build Trust: Consumers are more likely to trust and support brands that are open about their sustainability efforts. By telling your brand’s sustainability story through video, you can establish a strong emotional connection with your audience.
  • Attract a Loyal Audience: Sustainability-focused consumers are often more loyal to brands that align with their values. Video content helps create a deeper emotional connection, increasing the likelihood of repeat business.
  • Educate and Inspire: Video is a powerful educational tool. By creating informative videos about your sustainability initiatives, you can raise awareness about important issues and inspire your audience to make more conscious choices.
  • Stand Out in the Market: In a crowded marketplace, a genuine commitment to sustainability can be a unique selling point. Video allows you to showcase what makes your brand different and why consumers should choose you.

The Power of Video in Sustainable Branding

Video is a compelling medium for storytelling. It combines visuals, audio, and narrative to create a rich, immersive experience. Here’s why video is particularly effective in sustainable branding:

  • Visual Impact: Video enables you to show rather than just tell. You can visually depict your sustainable practices, making them more tangible for the audience. For example, you can showcase your eco-friendly manufacturing processes, recycling efforts, or the sourcing of sustainable materials.
  • Emotional Connection: Video allows you to connect with your audience on a personal and emotional level. Through storytelling and compelling visuals, you can create a narrative that resonates with your brand’s values and mission.
  • Engagement: Video content tends to be more engaging than text or static images. It’s more likely to be shared on social media, helping you reach a wider audience and amplify your message.
  • Educational Value: Videos can serve as educational tools to inform your audience about sustainability issues, from climate change and biodiversity to fair trade and ethical sourcing.

Now, let’s delve into a couple of examples from well-known brands that have effectively used video to highlight their sustainable brand stories.

Pentire: Stories of our community

Pentire, a Cornish botanical non-alcoholic spirit brand, has made waves in the industry by combining a passion for coastal preservation with a commitment to crafting premium beverages. Their video series “Stories of our Community” beautifully encapsulates their brand ethos and commitment to sustainability.

The series explores key people along the stunning Cornish coast, from a sustainable-focused restaurant to a diver who talks of the serenity of the sea.  The videos feature breathtaking scenery and engaging voiceovers from those whom the story is about. By aligning its brand with the natural beauty of Cornwall, Pentire not only showcases its sourcing practices but also educates its audience about the importance of coastal preservation.

TOMS Shoes: One for One Movement

TOMS Shoes is renowned for its “One for One” movement, which has been central to its brand identity since its inception. Through this initiative, TOMS pledges that for every pair of shoes sold, they will donate a pair to a child in need. They’ve effectively used video to highlight their mission and impact.

TOMS Shoes’ video campaigns often feature compelling stories of the communities they support. These heartwarming videos showcase the joy and transformation that occurs when a child receives a new pair of shoes. By highlighting the impact of their “One for One” model, TOMS Shoes reinforces its commitment to social responsibility.



Fever-Tree: The Malaria Must Die Campaign

Fever-Tree, a well-known premium mixer brand, launched the “Malaria Must Die” campaign in partnership with the charity Malaria No More UK. This campaign is a stellar example of how video can be used to promote a social cause while reinforcing a brand’s commitment to ethical practices.

Fever-Tree’s brand association with this campaign was multifaceted. They pledged to match donations made by the public to Malaria No More UK, thereby promoting corporate social responsibility. The video was shared widely on social media and generated a significant amount of buzz, aligning Fever-Tree with the cause of eliminating malaria.

This campaign not only showcased Fever-Tree’s dedication to a social cause but also emphasised its commitment to sourcing the best ingredients, including natural quinine from the Congo, the heart of malaria prevalence. By taking a stand against malaria, Fever-Tree managed to strengthen its brand image while making a substantial impact on a critical issue.


Tips for Creating Impactful Sustainable Brand Videos

To effectively use video to highlight your sustainable brand story, consider the following tips:

  • Authenticity Is Key: Be genuine in your sustainability efforts. If you’re genuinely committed to making a positive impact, it will come through in your videos. Authenticity resonates with audiences.
  • Tell a Compelling Story: Create a narrative around your sustainability initiatives. Showcase the journey, challenges, and successes. This emotional storytelling can captivate your audience.
  • Educate and Inspire: Use your videos to inform your audience about sustainability issues and inspire them to take action. Knowledge is a powerful tool for change.
  • Leverage Influencers: Partner with influencers or advocates who share your brand values. Their endorsement can extend the reach of your message.
  • Promote Transparency: Showcase your supply chain, manufacturing processes, and sustainability certifications. Transparency builds trust.
  • Create Shareable Content: Craft videos that are engaging and shareable. The more your audience shares your content, the wider your message will spread.
  • Measure Impact: Use analytics to gauge the effectiveness of your videos. Are they driving engagement, increasing website traffic, or raising awareness?

Using video to highlight your sustainable brand story is a powerful way to engage with your audience, build trust, and differentiate your brand in a crowded marketplace. By sharing your sustainability journey through videos, you can connect with consumers on a personal and emotional level, effectively conveying your commitment to ethical and eco-friendly practices.

Among the countless brands vying for our attention, Oatly has emerged as a trailblazer in the realm of video marketing. A Swedish company launched in the 1990s, they have a passion for sustainability, a quirky brand persona, and a flair for storytelling. And in recent years, they’ve managed to create some, quite frankly, genius video marketing campaigns. In this article from the Small Films team, we look at how Oatly has leveraged its video content to build a devoted community of oat milk enthusiasts.

The Power of Authenticity

At the core of Oatly’s video marketing strategy lies a commitment to authenticity. Unlike traditional, glossy commercials, Oatly’s videos often have a slightly homemade, DIY feel, which is bound to resonate more deeply with consumers. By often using real people or employees as the face of their campaigns, Oatly showcases a genuine passion for its products and mission.

One prime example of this authenticity is their “Wow, No Cow!” campaign, where the CEO, Toni Petersson, stars in the video located in a field of oats. Said to have been banned in Sweden after the Swedish dairy lobby sued Oatly, this video certainly had the desired effect – to create a buzz. This approach not only entertained viewers but also effectively conveyed Oatly’s message of providing a sustainable, plant-based alternative to milk.


Humour and Creativity

Oatly’s video marketing campaigns are known for their wit and humour, and with their unique ability to inject levity into serious subjects like sustainability and healthy living, they come across as more approachable and engaging. 

In their ‘Where’s Milk?’ content at Berlin Film Festival, they engagingly ask attendees if anything is missing at the festival. This one-minute film is a super effective way of highlighting how an entire large-scale event can operate without dairy milk. 



Storytelling with Impact

Storytelling is an art, and Oatly has mastered it remarkably well. The brand’s video marketing campaigns are centred around compelling narratives that resonate with the audience on a personal level. 

An example of this is their campaign, Will it Swap? Where they film a variety of people, from the Bexley bricklayer Joey to Sebastian the treasure hunter creating a recipe with Oatly. These five-minute pieces of content show them in their real environment from their gardens to their local social club – helping their audience identify with the brand on a deeper level. 

Bold and Controversial

Oatly isn’t afraid to take risks, and this audacity is evident in its video marketing approach. Some of their campaigns have been bold and even controversial, but that’s what sets them apart from the competition. By pushing boundaries, Oatly generates discussions and amplifies their brand’s visibility.

The “Help Dad” campaign exemplifies this boldness. Identifying that 75% of men aged 44-75 agree that eating meat and dairy is ‘part of their life’, Oatly set about creating a campaign that would ultimately spark conversations about sustainable choices and capture significant attention.

Engaging User-Generated Content

Oatly has successfully harnessed the power of user-generated content (UGC) in its video marketing strategy. The brand encourages its customers to create and share content related to their products and experiences. This approach not only generates authentic and relatable content but also empowers their community members to become Oatly brand ambassadors.

By running social media challenges and competitions, Oatly actively involves its audience in the creative process, building a sense of ownership and loyalty among its fans.


Oatly’s brilliance in video marketing lies in its ability to blend authenticity, humour, storytelling, and audacity into compelling campaigns. By connecting with consumers on a deeper emotional level, Oatly has managed to build a devoted community of brand enthusiasts. 

If you’d like our team of video strategists to delve deep into your brand and provide recommendations on how you can replicate the success of Oatly’s video marketing then do drop us a line at 


When it comes to social media marketing, you’ve got to go big to stand out these days. With a wealth of content creators all trying to gain our attention, it can be a hard task as a brand to cut through the noise. Here at the Small Films HQ, we’ve picked out some of our favourite FMCG brands that are absolutely smashing it with their social media marketing.


Two hands holding Misfits bars


This vegan protein bar jumped on the scenes in 2020 but has significantly grown in popularity this year after they went big on their social media game. Helped by eye-catching branding, Misfits inject fun and personality into everything they do, from drool-worthy close-ups of gooey caramel bars to playfully jumping on viral trends. 

What we’re loving about Misfit’s Instagram content…

  • Their content looks ridiculously tasty. Who wouldn’t want to grab themselves some of these high-protein bars?
  • They’re happy to take the mick out of themselves. No serious content here….
  • They inject competitions as a way to grow their audience
  • They know how to engage with their audience, from flavour polls to product development from audience feedback.


Refy mascaras


When Molly-Mae is a fan, then you know that the brand is going big places. Launched in 2020 by Jess Hunt (who has an astonishing 1.8 million followers on Instagram), Refy is one of those brands that everyone wants in their make-up bag. With Brow Sculpt their iconic product, they were able to drive a 100k waitlist for this product alone. 

What we’re loving about Refy’s Instagram content

  • They show a wide range of influencers using their products
  • They create intrigue, specifically around their recent pop-up shop in Soho.
  • They show their products in action, helping their audience understand how colours and finishes might look
  • They almost neurotically stay within their brand colours. There’s never a stray from a white, taupe or black.


jars of Teapigs tea


How creative can you actually be as a tea brand? Well turns out you can be pretty flipping creative if you’re Teapigs. Founded in 2006, Teapigs had a mission – “to get everyone drinking top quality, whole-leaf, great tasting tea”. Having won over 157 Great Taste Awards and with fun flavours like hot cross bun tea and jelly and ice cream, Teapigs are certainly the place to go if you want something a bit more exotic than PG Tips. 

What we’re loving about Teapig’s Instagram content

  • They use fun, short video content that is scroll-stopping worthy
  • They wittily jump on viral trends
  • They do on-brand collaborations, such as with for a tea and cookie box
  • They do snappy raw content, such as the taste test for hot cross buns at Easter
  • Engaging their audience with competitions such as their excellent Advent Calendar campaign.


Box of Smol washing products


Bringing eco-friendly cleaning products direct to people’s homes, Smol is a brand that is trying to continually innovate to revolutionise home cleaning. Both plastic-free and housed in sustainable packaging, their capsules cut carbon by an impressive 35%. This isn’t a dry and dull eco brand, instead, they’ve brought their fun personality into all their content – ensuring that they’re selling sustainable living in a way that better resonates with their audience.

Why we’re loving Smol’s Instagram content

  • They’ve gone big on video content, from showing how their products work to behind-the-scenes content 
  • They showcase the benefits of their brand, clearly stating the difference between Smol and high street non-eco brands.
  • They have a broad spectrum of content they discuss from ‘smol science’ to ‘3 things you should clean monthly.



fever tree bottles on green background


Everyone’s favourite mixer, Fever-Tree, is synonymous with that delicious summer G&T. Starting out with standard soda and tonic-type mixers, Fever-Tree has now grown into exciting new ranges from espresso martini mixers to Mexican lime. This brand exudes premium in everything that it does and never veers away from knowing exactly who its target audience is. 

Why we’re loving Fever-Tree’s Instagram content

  • Snappy reels showcasing different flavour combos
  • Fun collaborations with spirit brands to help grow their audience
  • Easy-to-follow video cocktail recipes
  • Well-chosen influencer collaborations in line with their brand TOV
  • Competitions with high-ticket prizes such as Royal Ascot

Athletic Greens

Bags of athletic greens


A brand that has gone big on its Ad game, Athletic Greens is a multivitamins company that offers a subscription service for its products. Amassing almost 500k followers on their Instagram account, they’ve created a hub of wellness content that has fantastic engagement.

Why we’re loving Athletic Greens content

  • Going big on video content, they’re clearly showing their brand message around sustainability and health goals
  • They put spotlights on their ingredients, helping their audience understand exactly the benefits of their product
  • They build trust with their audience by video interviewing nutrition experts.
  • They inspire their audience to buy their travel packets, with snappy video content showing the products in action.


bag of crisps on green background


A crisp brand with playful, stand-out branding, PopWorks are a healthier alternative to crisps. With flavours that include sour cream and onion and sweet BBQ this low-calorie brand injects its fun into its Instagram content. 

Why we love PopWorks Instagram content

  • They use playful animations that are bound to stop people in their tracks
  • They do fun giveaway content that gets great engagement
  • Guess the flavour – an awesome way to engage their audience with the 

Wild Refill

deodorants in a row


Will Refill has done a fab job of building brand awareness through influencer content. A much-loved brand already, Wild Refill continually thinks of fun and creative ways they can showcase their deodorant perfumes. Going big on activations (check out their candy floss experience), their Instagram content shows a good mix of behind-the-scenes, benefits, flavours and competitions.

Why we love Wild Refill’s Instagram content

  • They quirkily showcase their new perfumes, brightening up their feed
  • They inject video content in fun ways to show new stockists or perfumes launching
  • They engage their audience collaborations, competitions and input on their deodorant scents.

This is just a small snapshot of what can be done with building your brand through your Instagram content. If you want to learn how video can improve your social media marketing tenfold then just pop up an email at 

At Small Films, we’re a video production company in London that has worked with some amazing brands over the years from Emily Crisps to Mallow & Marsh. You can check out our video work here. 


In an era where consumer choices are abundant and loyalty is fickle, cultivating a devoted following can provide your brand with a solid foundation for long-term success. A loyal tribe not only generates repeat business but also becomes your brand’s advocate, spreading positive word-of-mouth and, in turn, amplifying your reach. In this blog from the Small Films team, we explore the vital importance of building a loyal tribe for your food or drink brand and delve into effective strategies that will help you forge lasting connections with your audience.

Build a relationship with your followers:

Creating a loyal tribe is all about building a strong relationship with your followers. It’s not just about selling products; it’s about establishing a connection that goes beyond transactions. Here are some proven techniques:

Authentic Brand Storytelling:

Share your brand’s story, values, and mission with your audience. Be transparent and genuine, allowing customers to relate to your brand on a personal level. Huel, the meal replacement drink excels in storytelling by incorporating the founder’s passion (Julian Hearn) for the lifestyle his brand gives into key elements of their marketing. From website content around why he created Huel to YouTube films on how he built a $72,000,000 business in five years – tapping into a key segment of their audience that are likely interested in entrepreneurship.

Julian Hearn, Founder of Huel

Engage and Respond:

Actively engage with your followers on social media platforms. Respond to their comments, queries, and feedback promptly. BrewDog, the craft beer company, is known for its witty and humorous interactions with followers on Twitter, creating a sense of community and fostering loyalty

BrewDog twitter

Likewise, the Kings of Twitter Aldi, time and time again engage brilliantly with their followers. This not only creates a sense of community with their network, but it helps to inspire their followers to tag them in their content, which in turn helps to build their brand awareness. 

Aldi twitter post

Personalised Experiences:

Always make customers feel valued by personalising their experiences with your brand. This can be personalised emails, exclusive offers that feel like they’re just for them, or even surprise gifts. Whilst the ‘Share a Coke’ campaign is now over 10 years old, the sentiment hasn’t dated – the powerful theme of community. 

coca cola share a coke campaign

A US pet food company, called The Farmer’s Dog, was able to personalise its content through an email segmentation campaign. This all helps to create the message that The Farmer’s Dog has their pet’s best interests at heart. 


pet food brand email marketing

Give beh
ind-the-scenes footage:

One effective way to build a loyal tribe is by giving your audience a glimpse into the inner workings of your brand. Behind-the-scenes footage creates a sense of exclusivity and authenticity. Here’s how you can leverage this approach:

Day-in-the-Life Content: Share behind-the-scenes footage of your team, showcasing the passion and dedication that goes into creating your products. Innocent, the smoothie brand, often posts light-hearted videos on social media featuring their team members, creating a relatable and transparent image.

Manufacturing and Sourcing: Highlight your manufacturing processes, ingredient sourcing, and quality control measures. This not only demonstrates your commitment to quality but also fosters trust and loyalty. BrewDog often shares behind-the-scenes videos of their brewing facilities, showcasing their craft and attention to detail.


Inspire User-Generated Content:

User-generated content (UGC) is a powerful tool for building a loyal tribe. By involving your customers in the content creation process, you empower them and create a sense of belonging. Here’s how to inspire UGC:

  1. Contests and Challenges: Run contests or challenges that encourage customers to share their experiences with your products. Doritos have a highly loyal and engaged audience, which is partly down to how they inspire their audience with challenge content. Take their Legion of Creators. A chance to get paid for creating Doritos content. An awesome way to get your audience excited about your brand. 

doritos bag by a lake

Doritos Legion of Creators 

Influencer Collaborations: Collaborate with influencers or micro-influencers who align with your brand values. Their endorsement can inspire their followers to engage with your brand and in turn create UGC. 

Repost and Recognise: Show appreciation for your customers’ content by reposting and giving them credit. This not only encourages further engagement but also makes your followers feel valued. 

Create a distinct brand voice

The brands that often have the greatest tribes are those with the most distinctive brand voice. Take Innocent for example, their campaigns, tone of voice, and packaging are so recognisable that most people could identify them from a distance in a long lineup of smoothie brands. Or M&S Food, synonymous with luxury, and translating into beautifully shot, mouth-watering content that is so distinctive to their brand. 

innocent smoothies on the grassBuilding a loyal tribe for your food and drink brand does require a ton of hard work and certainly doesn’t come overnight. But if you put the right frameworks in place, and ensure that there is a two-way conversation with your audience you’ll start to build a more loyal following.

Author: George Hughes, Creative Director, Small Films
George Hughes is the Founder and Creative Director of the video production company, Small Films, and also the Author of the book “Resonance: Unleash your Brand’s Potential with Video” – a number 1 bestseller on Amazon. George comes from a 14-year career in the television industry directing for an array of networks from the BBC to the Discovery Channel. He went on to found his video production agency Small Films, and for the last six years has been creating video advertising campaigns and branded content for an array of brands, from Aldi supermarket to disruptive startups like Lick Paint.

If you’d like support with your food filming needs, then the Small Films team are expert in food & drink video production. We’ve worked with the likes of Aldi, Plenish and Gressingham Duck, so we know what makes a mouth-watering food film.  Do drop us a line, we’d love to help.


A brand long beloved amongst those who enjoy the finer things in life, Johnnie Walker offers a wide range of award-winning whiskies, the most famous being its best-selling Red Label scotch whisky. Johnnie Walker sold more than 21m cases of its flagship blended Scotch in the 2021-22 fiscal year, making it the world’s biggest Scotch whisky brand. Johnnie Walker owes much of its success to its brilliant video marketing campaigns. In this article, we’ll take a look at the lessons that can be learnt from some of the best video marketing that the brand has produced over the years.

Focusing on your customers achieves the best results

One of the key lessons that we can learn from Johnnie Walker is that video marketing which focuses on its audience and their aspirations, can be extraordinarily powerful.

The success of Johnnie Walker’s Keep Walking campaign, which was launched at the turn of the millennium, owes in large part to its focus on the ambitions and desires of its audience. Johnnie Walker had seen its market share fall and its sales decline in the late 1990s, and it was clear that there was a real need to improve the brand’s marketing initiatives. Much of the material that had been used to promote Johnnie Walker focused too much on its product range, and it often traded in old-fashioned notions of what success looked like. Johnnie Walker was sorely lacking in brand identity, and it was clear that the video marketing used to promote the brand needed to be radically reimagined if it were to appeal to younger consumers.

The Keep Walking campaign was launched in an effort to right the ship and give the brand a new lease of life as it entered the new millennium. This simple message tied in neatly with Johnnie Walker’s logo, the legendary Striding Man, and it encapsulated the brand’s new focus on resilience, hard work and remaining positive.

The Walk, starring Harvey Keitel, is one of the first video ads in this series. Released in 1999, it provides a grittily inspiring message from a Hollywood tough guy that focuses on personal growth and improvement.

[The Walk – Harvey Keitel – Johnnie Walker] 

Another notable entry is the award-winning Fish, released in 2003. A visually stunning advert, it demonstrates the versatility of Keep Walking as a marketing slogan:

[Johnnie Walker – Fish (2003, UK)] 

This reimagining of Johnnie Walker’s image was certainly bold, and it paid off – sales of Johnnie Walker rose from 10.2m cases in 1999 to 15.1m in 2007, and revenue grew by an impressive 94%, hitting $4.56bn worldwide. Johnnie Walker continues to perform well: it is the world’s best-selling Scotch whisky, thanks in large part to high sales of its Black Label blend.

That Keep Walking continues to form the backbone of Johnnie Walker’s video marketing speaks volumes, and it is a testament to how ads that touch upon human values with universal appeal resonate far more with their target audience than those that simply extol the virtues of a brand’s products.

Find out more about how to build an effective video marketing strategy.

Long-form ads and documentaries are a great way to tell your brand story

The About Us section is often one of the dullest parts of a company’s website. If there’s one thing that Johnnie Walker has taught us, however, it’s that long-form ads and documentaries can succeed where web pages on certain subjects almost always fail.

Johnnie Walker’s 2009 film, The Man Who Walked Around The World, is one of the brand’s best-ever ads – and it is also one of the most famous liquor ads that has ever been made. A single-shot take that runs for more than six minutes, it was an audacious effort that did a fantastic job of bringing the brand’s history to life.

[▶ Johnnie Walker – The Man Who Walked Around The World] 

The sight of Robert Carlyle delivering a monologue about the company’s history whilst strolling down the beautiful hills of Loch Doyne is, of course, a huge part of this advert’s appeal. What fundamentally makes this advert so effective, however, is its compelling storytelling: the tale of how Johnnie Walker went from a humble distillery in Kilmarnock to one of the most recognised liquor brands is a fascinating one, regardless of whether or not you are a keen whisky drinker. With that said, we suspect that a fair amount of Johnnie Walker may have been consumed when the idea of filming this ad in a one-shot sequence was conceived(!)

This theme was reprised in 2020, when the brand decided to mark its bicentenary with a feature documentary directed by Anthony Wonke.

[The Man Who Walked Around the World | Official Trailer | Discovery]

This beautifully shot documentary film is a masterclass in how to tell a brand’s story, from the founding of the brand in the 19th century through to an account of the company’s fortunes during the Prohibition era and the Civil Rights movement. It’s a great example of how longer-form content can be used by brands to provide an in-depth account of their brand story – especially brands with a history that is as rich and as century-spanning as Johnnie Walker’s. If you are interested in learning more about this promotional film, take a look at the film’s website, or view the film in full on Amazon Prime or Apple TV

Find out more about how video can be used in brand storytelling, and learn more about how brands can use documentary-style video in their content marketing. Take a look at our documentary-style video services today.

Tell a story that packs a strong emotional punch

Another area in which Johnnie Walker has excelled is in its emotive storytelling. This 2015 ad, released as part of the brand’s Keep Walking campaign, takes us back to the awe-inspiring scenery of the Scottish Highlands. It tells the journey of two brothers hiking in the region’s rugged mountains and valleys:

[Johnnie Walker – Dear Brother]

Whilst this ad is rather sombre and melancholy, it ultimately concludes with the uplifting, motivational message at the heart of Johnnie Walker: to keep on walking. A departure from the more traditional conception of manhood presented in the 1999 advert, The Walk, this instalment in the series reflects a softer, more sensitive portrayal of masculinity. As such, it is a good reflection of the brand’s ability to change with the times whilst also being consistent in its core messaging.

>> Read our blog: Red Bull, Kings of Content Marketing

It’s time to start walking in Johnnie Walker’s footsteps!

If we were to summarise what Johnnie Walker has to teach us about effective video marketing, we’d be inclined to refer to their iconic tagline – just keep walking! 

Find out more about Johnnie Walker’s video content by checking out their YouTube channel, and take a look at our blog and all of our latest work on our YouTube channel for more ideas and inspiration.

Small Films is a video production company in London. Our team of videographers, editors and animators create all sorts of videos, including awesome documentary-style videos, product videos, testimonial videos, explainer videos and animations that can help bring your brand to life. Do get in touch; we’d love to hear from you!

As any marketer worth his salt (a culinary essential) will attest, telling a compelling story is a brilliant way to engage your viewers and communicate information about your brand’s history and values. Video storytelling is widely regarded as one of the most effective approaches that food and drink brands can adopt when persuading consumers to consume their products. 

Let’s take a look at how you can tell stories that leave the right taste in your mouth with a review of some of the best storytelling videos that have been made by the food and drink industry.

Make an emotional connection with your audience

There are few better ways for food and drink brands to promote their offering than to connect with their audience on an emotional level, and this is where good storytelling comes in. Longer-form stories are usually composed of the following elements: i) the introduction of the characters, ii) the drama and iii) the resolution. 

Start by acquainting your audience with a likeable and/or relatable character. Once you have established your character(s), it’s time for the fun part: the drama. It is here that your character(s) encounter a problem of some sort. And it is in the story’s resolution that a solution presents itself – an ideal entry point for the food or drink that you wish to advertise.

Sainsbury’s 2014 Christmas ad marked the 100th anniversary of the Christmas Truce of 1914 that was observed during the First World War, and it is one of our favourite video storytelling examples. It begins with an unarmed English soldier risking his life by daring to rise from his trench, his arms raised. Whilst we know little about him, his actions raise the stakes in a dramatic fashion, and we root for him to survive.

The drama culminates in a tense stand-off. Happily, the situation resolves itself in a satisfying manner: the soldiers agree to a truce and play a game of football in no man’s land before returning to their respective trenches, whereupon a German soldier finds that he has been gifted a bar of chocolate by the English soldier.

1914 | Sainsbury’s Ad | Christmas 2014

The decision to focus on the key events of the Christmas truce is a huge part of what makes this ad so effective, and it feels appropriate, given the sensitive subject matter. Including the bar briefly at the beginning and towards the end, alongside a simple but powerful message, Christmas is for sharing, was a smart creative move that helps make this video an effective, memorable advertisement for chocolate.

Inform and entertain your audience

Video storytelling enables brands to teach viewers about their foods and drinks products, the ingredients that they include and their health benefits. They’re also a wonderful way for brands to provide information about the social and environmental work that they have undertaken.

In this video for Tilda Rice, we explained how Tilda has worked alongside the World Food Programme to provide healthy meals to mothers in developing countries. We used striking photo imagery, animation and motion graphics to impart relevant information (the importance of nutrition from an early age, the donation of 5.8 million nutrition-boosting meals, etc.) and deliver a strong call to action (‘To find out more, visit’).

Tilda Rice – Helping Mums Together

Making use of such techniques can help food and drink brands to weave a compelling narrative and demonstrate the positive impact that they are making. Find out more about brand storytelling today.

Produce shorter-form content for social media

The short video format is very popular these days, and there are plenty of opportunities for food and drinks brands to take advantage of this trend with bite-sized clips that showcase their products in all of their deliciousness. Such videos often work well on social media, as we found when producing Facebook and Instagram ads for Mackies.

Simple, punchy messaging and a dollop of humour go a long way in shorter-form videos. Humour has long been used in food advertising – one need only recall the iconic For Mash Get Smash ads, with their cast of chortling Martians looking down upon humans as a ‘most primitive people’ for peeling and boiling potatoes.

We recommend that you consider incorporating lighthearted humour in your short-form food and drink videos. John West’s classic Bear Fight ad is a cracking example of how it’s done.

John West Salmon “Bear Fight” ad

Appeal to the senses

The best food and drink videos successfully appeal to the viewers’ senses. Capture your viewers’ interest with enticing visuals and a soundtrack that fits with your brand’s vibe.

Hendrick’s beautifully colourful ads are a model to follow for drinks brands aspiring to take their viewers on a mini adventure.

From the Depths to the Heights – A Summer of Gin – Hendrick’s Gin

Give your viewers an exciting sensory experience, using close-ups and a variety of angles to do justice to the deliciousness of your offering. Consult our food videography tips to make your product look as appetising as possible in your videos, and take a look at the gin brands that have nailed their marketing efforts in recent years.

Start selling your food and drink with storytelling

We hope that this has given you plenty of, um, food for thought. Learn more about filming food and drink videos with our top 10 tips on how to make recipe videos.

If you’d like to find out more about Small Films, take a look at our work for the food and drink sector, and view our latest work on our YouTube channel. Alternatively, check out our E-Book on how to use video to grow your food and drink brand.


Small Films is a video production company in London. Our team of videographers, editors and animators create all sorts of videos, including awesome
product videos, testimonial videos, explainer videos and animations that can help bring your brand to life. Do get in touch; we’d love to hear from you!

Creating fast turn-around ads for a summer campaign

Mackie’s marketing agency, Curzon Marketing, had a challenge for us – to create some eye-catching Facebook and Instagram ads that would enhance the experience of summertime with their iconic Scottish treat.

So, Small Films went on the mission to get Mackie’s name out there in full force and build its brand awareness!

>> See our social media video ads 

We wanted to make sure this campaign packed a punch, so we made the most of limited time and limited resources. We put together existing assets combined with stock imagery and smooth animation – all while keeping it simple! The client played an invaluable role in distilling the main idea behind their message: “Making Simple Delicious.”

>> Read our blog: Lessons from Johnnie Walker’s Video Marketing

Mackie’s wanted to make sure their summer products were seen and savoured, so we created three adverts that captured a special “moment” of the season. These square-shaped posts caught everyone’s attention in social spaces –– allowing them to imagine themselves enjoying Mackie’s delicious ice cream. We continue our partnership with this amazing brand for more projects ahead.

>> See other examples of our work 

Small Films is a video production company in London. We create social media video ads for a wide range of leading brands, from Upbeat drinks to Mackie’s ice cream.  If you’d like to get in touch with the team for our support with video production, then do drop us a line

Whether you’re a food brand or a finance company, events are likely to play a vital part in your marketing mix. From brand activations to company conferences, events are an exciting and powerful medium that can help you reach more people, increase your visibility, and help generate leads. But when it comes to events, are you leaving opportunities on the table by not capturing them on film? Here at Small Films, we love supporting brands with their event videography, whether it’s an event agency showreel or an annual conference opener.

There are multiple ways you can use video to enhance your experience.

  1. A teaser video highlighting what to expect at the upcoming event
    A fantastic way to encourage ticket sales, registrations or get employees excited about the event
  2. Talking heads from key speakers showcasing what to expect in their session
    Showcasing insights into sessions on the agenda is a brilliant way to help drive attendance to the sessions. It will also ensure that your audience knows what to expect at each, so they’re getting the most value with their choices.
  3. At an annual conference, tell the story of the past year to your audience, bringing it to life with animation.
    In the hybrid work world, you might find that many employees aren’t aware of all goings on in the business. A recap of the previous year is a fantastic way to detail what’s been going on and make them feel proud to work for the company.
  4. Use video to create icebreakers throughout the agenda
    A full day of back-to-back presentations is a surefire way to have your audience switch off. Break the day up with icebreaker video content throughout the agenda.
  5. Intro sessions with short and impactful introductory videos
    Short, snappy and with upbeat music is the perfect way to engage the audience and fire them up for the session ahead.
  6. Use background video content during drinks receptions
    Whether it’s a showreel or a recap of your last year, testimonials or brand films, then video content at a drinks reception is a useful way to convey your message in a more relaxed setting. Ensure to include subtitles.
  7. Live stream to a hybrid/virtual audience. Add motion graphics
    Open up your event to a much wider audience by live streaming your content. Whilst it may add a greater cost, it is a fantastic way to increase ticket sales.
  8. A post-event highlights showreel
    Key for all your post-event marketing, a highlights reel is a great reminder of your event, plus a useful tool when marketing next year’s event.
  9. Video replays of the sessions
    For those who weren’t able to catch all the live sessions, full replays (plus shortened highlights) will keep them in the loop. Consider monetising the content replays

Let’s take a look at four ways event videography can be used to drive results for your brand.

Capture Your Audience’s Attention

Event videography is one of the most effective ways to capture people’s attention and get them engaged with your brand. People love watching videos because they are quick and visual. By creating an event video, you can tell a story about your brand in a succinct way that will draw people in and keep them interested. If you’re an event agency, then having a top-notch creds showreel to show off your work is a must.

Check out our showreel for events agency, onepointfive

Showcase Your Brand’s Personality

With event videography, you have the opportunity to show off the unique personality of your brand. You can capture candid moments between attendees, showcase interesting tidbits about your business, or highlight key activities that took place at an event. This can give viewers an inside look into who you are as a company and what you stand for—which can make them more likely to engage with you in the future.

Capturing the Drinks Sales Network on film

>> See our event videography work

Increase Visibility & Reach More People

Another great benefit of event videography is that it gives you an opportunity to increase your visibility online and reach more people. With digital video becoming more popular every day, it’s important to capitalise on this trend by creating videos that are shareable across different platforms such as YouTube, Facebook and Instagram. The more engaging the content, the more likely it is to get shared, so the higher chance there is of new people discovering your brand.

Generate Leads & Sales

Finally, event videography is highly effective at generating leads and sales for businesses. When potential customers watch videos about your company, product/service offerings or event agency credentials, they are much more likely to become interested in what you have to offer.

Capturing the Connections networking event on camera

>> See the immersive film content we delivered for a 1,000-person conference

Event videography is an incredibly powerful tool when it comes to driving results for brands. Not only does it allow you to capture people’s attention, but also showcases the personality of your business while increasing visibility online and generating leads & sales opportunities as well! If used correctly, event videography could be just what your business needs in order to take its marketing efforts up a notch! So why not give it a try?

Small Films is an agency that specialises in event videography. We’ve delivered event showreels, conference openers, and live-stream awards shows for some of the UK’s biggest brands.  If you’d like to discuss your event videography needs, then do get in touch with one of the team.

A customer’s endorsement of your product or service is invaluable. Testimonials are one of the most powerful tools in a marketing manager’s toolbelt because they help build trust, credibility, and rapport with potential customers. Videos are especially effective at capturing customer stories and experiences. So, what questions should you ask when creating customer testimonial videos?

The key to getting great customer testimonials is to make sure that you ask the right questions. Here are some questions to consider when creating a customer testimonial video:

1. How long have you been working with (insert company name)?

2. Can you give us an example of a great experience you had with (insert company name)?

3. When did you first discover our business?

4. How did you discover (insert company name)?

5. Why did you choose our product/service over others?

6. What do you feel makes our business unique?

7. Describe how we currently work with you and your business?

8. How would you describe the quality of the work our team has performed for you?

9. Are there any examples of where we have exceeded your expectations?

10. What was your #1 problem when you came to us for help?


>> Read our full list of 50 Questions to Ask for Customer Testimonial Videos 

By asking these types of questions, it will give viewers a better idea of why they should choose your product or service over others on the market and how it can help solve their problems or meet their needs better than anything else out there! Additionally, it helps create an emotional connection between potential customers and existing ones by showing them that people have already had success with your product or service in solving their problems – and that’s something everyone can relate to.

Asking customers the right questions can make all the difference when creating a customer testimonial video! Video testimonials are an incredibly powerful tool because they allow potential customers to see real-life proof that others have had success with using your product or service – which builds trust, credibility, and rapport quickly! These 10 questions are a great starting point for creating effective customer testimonial videos that will help boost sales for any business!

Small Films is a video production company in London. We regularly create customer testimonial videos and know exactly what makes your client stand out on video. If you want to chat through your project, then do get in touch with our team.