SCOPE
Exotic Foods is a diverse food brand offering a wide range of Asian products, from sauces to instant noodles. The challenge was to communicate the brand’s variety and authenticity in a way that felt entertaining, memorable, and accessible to a broad audience. Summercliff was tasked with creating a hero video that would bring Asian flavors to life, without relying on traditional food advertising clichés.
STRATEGY
We leaned into storytelling and humor. Instead of focusing on individual products, we created a playful travel narrative that captured the feeling of discovering Asian culture. By using animation and a lighthearted tone, the campaign positioned Exotic Foods as an easy shortcut to an Asian food experience, no passport required.
IMPLEMENTATION
An animated short film was developed, following a pilot flying his plane toward Asia.
Along the journey, the video featured fun, stylized references to traditional Asian culture, colors, symbols, and environments.
The pilot addressed the passengers in an unrecognizable, humorous language, reinforcing the idea of “traveling” without being literal.
The film concluded with Exotic Foods’ voice over delivering the key message, you don’t need to travel to Thailand to enjoy Asian food.
The video was adapted for digital and social platforms to maximize reach and engagement.
RESULTS
Strong Brand Recall – The distinctive animation and humorous storytelling made the message easy to remember.
Cultural Connection – Asian elements were presented in a respectful yet fun way, enhancing the brand’s exotic positioning.
Clear Product Message – The campaign successfully communicated variety, accessibility, and authenticity across Exotic Foods’ range.
By turning food into a journey, Exotic Foods invited audiences to explore Asia from home, one bite at a time. Ready to take your brand somewhere unexpected? Let’s fly. ✈️
