Redefine Meat: Cinematic Visual Campaign for a National FMCG Supermarket Launch

The Commercial Challenge
Redefine Meat required a high impact visual campaign to support the highly anticipated launch of seven innovative plant based products across Morrisons superstores nationwide. The commercial objective was to produce a suite of cinematic video assets that demonstrated product versatility and premium culinary appeal. They briefed our team to step away from traditional FMCG advertising and instead deliver a rich, atmospheric aesthetic reminiscent of a high end food documentary, engineered to capture attention across both consumer and trade platforms.

Our Strategic Approach
We developed a highly sensory production strategy focused entirely on the culinary experience. Moving beyond standard ingredient shots, we engineered a visual language driven by rich sound design, macro texture and atmospheric lighting. Operating within a curated kitchen environment, we captured the sizzle, steam and seasoning through dynamic close up sequences. The resulting aesthetic successfully married chef level culinary energy with an accessible, real world setting, perfectly aligning with their disruptive brand identity.

The Deliverables
• Cinematic hero video encompassing the entire new product range
• Seven dedicated social first video assets tailored for individual product marketing
• Comprehensive creative direction, professional food styling and scripting
• High volume commercial asset generation executed within a single highly efficient shoot day

The Production Reality
Delivering a high volume campaign featuring seven distinct culinary setups requires rigorous pre production and absolute on set precision. By meticulously planning the shot list and styling requirements in advance, we created a highly agile and collaborative set environment. This rigorous preparation allowed our production unit to move seamlessly between complex culinary setups and rapid turnarounds. We ensured every required cinematic frame was captured without ever compromising the relaxed and positive atmosphere on the day.

The Commercial Outcome
The resulting commercial assets are actively driving the national retail rollout across their social, digital and trade channels. By demonstrating exactly how the product performs in a modern culinary setting, the campaign successfully educates consumers while delivering exceptional visual impact. The project exceeded initial expectations by providing the internal marketing team with a highly versatile content library generated entirely from a single consolidated production day.

Client Verdict
"Working with Novus Nine was a pleasure from start to finish. Sam and Dom took the time to understand our goals and brought creativity, flexibility and speed throughout the project. They translated our ideas into visually stunning content that exceeded expectations. We walked away with multiple edits, ready to use across platforms, and had a great day shooting together. Agile, professional and a joy to work with! We will definitely collaborate again."
Jack Vandersteen, UK Marketing Manager