Case Study: Amazon Fresh x ManiLife

Brief.

ManiLife are a London-based brand that produce peanut butter and snacking peanuts using single-estate peanuts from an Argentinan plantation.

Being ever-popular, and with their range recently all moving to glass jars - I was reached out to by Amazon UKs marketing agency Hunt & Gather for the launch of a new Amazon Fresh, exclusive product… ‘Mince Pienut Butter’.

I was briefed to produce food photography content of the new product - placed within Christmas-inspired breakfast scenes, with cues to the season and the product.

The key usage was for the Amazon website listing, product pages, and social across both brands and in press.

Approach.

The team at the agency provided me with a great brief that I used as a blueprint to expand into a food photography brief treatment.

Bearing in mind the Amazon Fresh Christmas guidelines and ManiLife visual identity, I expanded the art direction of their food photography shot list (including branding the toast with the Amazon smile).

Working from my fleshed-out creative deck, and art direction guide - I brought on food stylist Evie and had a steel template fabricated for the toast branding with a chef's torch.

Captured in-studio over one day and with the stylist taking care of the breakfast scenes, and our hero minced pies, I produced Christmas tabletop scenes and captured food photography that pooled these elements together - putting the flavour and season dues at the front of the consumer’s mind.

With the food photography content retouched and life across each brand - the client’s were all super happy with the outputs.