HELPFUL BRAND REFERENCES FOR TONE:
KEY MESSAGING:
This product will only ship to the United States and Canada, so while you can be based in another country, you must be able to receive the product at a US or Canadian address if execution requires physical product.
Sister Schubert's breads are known for their irresistible, homemade taste and quality. Crafted with care and using the finest ingredients, each roll reflects the brand's commitment to delivering a delicious and comforting dining experience. With a heritage rooted in Southern hospitality, they're breads are a delightful addition to any table for any meal, but especially for the holidays and big family gatherings, where Sister Schubert's have long been a staple. To reinforce their place on the dinner table at holiday meals, Sister Schubert's wants to create a suite of social videos that celebrate the holidays, with special focus on family gatherings, good friends, and great food.
The goal is to create a short suite of digital videos that excite and engage audiences, with the message that that Sister Schubert's rolls are a staple for any holiday meal, and we are specifically looking for creative executions that include Sister Schubert's as part of family holiday gatherings in some way. Importantly, this is not about the winter holidays. In fact, the main focus for these videos is the upcoming Easter holiday, although the brand does want to keep the visuals feeling a little more evergreen, so you shouldn't have your whole set decked out in Easter decor either, or in decor for any one identifiableparticular holiday. In terms of product, you'll want the hero for these videos will be their signature Dinner Rolls, but the brand would also love to show their full line of products in the end cards. Creatively, the target audience for these videos is families, and specifically families with children, so please keep that in mind as you develop your concepts. You should also check out the Background for some reference videos for tone, along with some key messaging that can be included in the videos.
This is not necessarily about creating a traditional narrative - we're looking for clever, heartwarming content, but it can be more direct, with the right creative approach. Sister Schubert's have made videos similar to this in the past (which are down in the Background) and one way or another, they want to see executions that are unique and fresh - like their rolls. We want this to feel polished and professional, so it shouldn't be lo-fi smartphone-shot content, but we're not actually looking for an elaborate "commercial" execution. Importantly, they want to see the product on screen, so that may mean it's a personality-driven piece led by talent, handling product, or it may mean something else entirely, perhaps driven entirely by b-roll of families with on-screen text and VO.
Live action is what Sister Schubert's is thinking, but they're open to other executions, like a slick motion graphics or animated treatments as long as you account for showing the physical product in some way in the video. We want to demonstrate the emotional and functional benefits of the products - such as the minimal prep time and homemade taste - but beyond that, it's really how you're delivering your message, and the visuals you're pairing with that message, that will be key. Regardless of chosen execution, the brand will require the use of light motion graphics and on-screen text. While you certainly can have the message of the video delivered through VO, it's not mandatory.
Each video will have a 16x9 version as well as a 1x1 and 9x16 version, and while cutdowns can be created with direct pulls from the main hero videos, some thought should be put into how the 1x1 and 9x16 versions will be optimized for vertical; as they should not simply be a center-cut reframing.
Note that there is another Sister Schubert's project live on Tongal right now with a similar ask, and they're willing to consider the same filmmaker(s) for both. If you plan to pitch on both projects please be sure to differentiate your pitches, as your approach will need to be different for each project. For more information check out the Background section, and for any questions or other project updates, check out the Project Forum.
DELIVERABLES: There are 18 total video assets and 10 still assets.
EXPECTED TIMELINE: HERE
RELEVANT ASSETS: HERE
EXPOSURE: We expect content will be used on the platforms below, but if casting talent, be sure they review our required Talent Release before they're cast, as it is NOT limited to these platforms. You should also review our Music providers in the Project Requirements, as well as the platform best practices.
TARGET AUDIENCE:
TONE/FEEL: Warm, Welcoming, Sincere, Savvy, Celebratory.
EXECUTIONAL MANDATORIES:
By participating in this project, creators acknowledge that the Sponsor is under no obligation to greenlight a submission. Though most projects do move forward, we'll notify you in the event the Sponsor decides not to fund any submissions via the Project Forum. Regardless of the result, all submissions will be reviewed and evaluated by the Sponsor and project team.
In order to be considered, include the below materials in your submission. For examples of effective pitches, check out this gallery. All Pitches remain private, even after a Pitch is selected, and Tongal strives to have Pitch selections made by the end of the Evaluation period, but additional time may be required by the Sponsor, depending on any number of factors.