Preti, Set, Go!
Photography - art direction - editing - marketing - social media
Just weeks after the pandemic caused venues to close and restaurants to turn off their grills, New York-based caterer Thomas Preti Events had to determine how they would pivot when in-person gatherings were out of the question. In came Preti, Set, Go!, a new high-end, boxed food product line. The Culinary Task Force and Marketing teams hired me as a Creative Advisor and Photographer to help determine the answer to this central question: How does our product stand out in a field crowded with caterers and restaurants also pivoting to boxed food experiences?
After some market research — and after seeing a lot of static images being used in campaigns — I advised for a more novel marketing campaign. In order to differentiate from the competition, we chose to create and disseminate GIFs in addition to static photos. Not only did these GIFs bring life to the otherwise saturated social media feeds, they also allowed prospective clients to consider the items that they’d like to have in their custom kits.
Within its first full year, Preti, Set, Go! did $1,000,000 in sales and has become a new part of Thomas Preti Events, even as in-person events have returned.
