Keshet Ta'amim is a premium supermarket chain in Israel known for its unique and diverse product selection, including specialty items, high-quality meats, and an impressive cheese, sausages, and wine department.

The brand's social media content aims to highlight its distinctiveness and appeal to a target audience that values both quality and a unique shopping experience.

PROJECT DURATION

One-time Project

MY Role

Creative & Production Oversight: I co-conceived the idea and script with the presenter's writer. I also provided production support during the shoot.

Holiday Campaign

Shavuot at Keshet Ta’amim

A key part of the Shavuot holiday campaign was a produced video featuring well-known personality Giora Zinger. The video's creative concept and script were a collaboration with Giora's writer, designed to highlight Keshet Ta'amim's diverse product range and festive atmosphere. I was an integral part of the production day, helping to bring the creative vision to life.

KEY Challanges

Real-Time Adaptation

The main challenge was making real-time adjustments to the script and original plan on the day of the shoot to adapt to the location, actors, and production crew.

Experienced Creative

A close collaboration was required with Giora's writer, who is a creative and content manager in his own right, while maintaining the project's original concept.

Humorous Content

There was a need to create a video that was intentionally funny and enjoyable, while still effectively delivering a commercial message.

The strategy

The strategy was to leverage Giora Zinger's unique humor to create a video that felt like authentic social media content rather than a classic advertisement. By highlighting the comical situations of holiday preparations, we successfully positioned Keshet Ta'amim as the easiest, most enjoyable, and most convenient solution for holiday shopping.

RESULT & IMPACT

The video achieved very high engagement metrics, surpassing our initial expectations. It strengthened Keshet Ta'amim's image as a contemporary and relevant brand, creating a stronger connection with a younger audience.

PROJECT DURATION

One-time Internal Project

MY Role

Creative & Direction: I conceived the idea, wrote the script, and directed the video.

Influencer Marketing Campaign

NAme

A series of two videos produced with leading social media influencers, designed to promote Keshet Ta'amim's holiday products. I managed the project from start to finish, including influencer selection, creative and script development, and full production support.

KEY Challanges

Client Buy-In

The primary challenge was convincing the client to adopt an influencer strategy, as they were initially opposed to it. I had to present data and examples to prove the potential of this approach.

Target Audience Alignment

It was crucial to select influencers who perfectly matched Keshet Ta'amim's target audience to ensure the content felt authentic rather than purely commercial.

Maintaining Authenticity

The challenge was to preserve the influencers' genuine voice while seamlessly integrating the client's marketing messages, without the final product feeling forced or inauthentic.

The strategy

My strategy was based on building trust with the client by demonstrating the true value of influencer marketing. I intentionally chose influencers with a strong connection to their community and worked with them to develop scripts that wove Keshet Ta'amim into their authentic narrative, rather than forcing them to create disconnected content.

RESULT & IMPACT

The campaign was a great success. The videos achieved impressive viewership and engagement numbers, far exceeding our original expectations. The results proved the effectiveness of the influencer marketing strategy and led to an expanded collaboration with the client in this area.