OpenTable.
A supermarket's own-label range, cooked by 210 creators for the people they actually feed.
The challenge
Harbour's own-label range had been rebuilt with better ingredients, but shoppers still treated it as the cheap option. Recipe ads and polished food photography had stopped moving anyone.
The idea
Real dinners at real tables. We cast 210 home cooks, students and grandparents with followings of every size, gave each a basket of the range and asked them to cook for the people they cook for anyway, and film it.
What we made.
A casting call that drew 4,000 applications. A red linen kit with the basket, a tablecloth and a phone tripod. 210 dinners filmed in kitchens across two countries. A weekly edit for Harbour's channels and shelf screens in 300 stores.
- Creator casting
- Dinner kits
- 210 filmed dinners
- Weekly social edits
- In-store shelf screens
Made for the feed.
Cut vertical first, for the platforms where Harbour Foods actually gets watched.
- TikTokTikTok · 3.2M views
- ReelsReels · 2.6M views
- TikTokTikTok · 1.9M views
The result
Own-label share grew 19% in eight weeks and the dinners were watched 9.4 million times with no paid boost. 140 of the creators asked to cook again; Open Table is now a monthly series.
“Nobody believed our ads. They believed their neighbour's dinner.”
