"THE FARMER, THE BUTCHER, & THE DELIVERY GUY"
truLOCAL delivers you a box of butcher-shop quality meat every month. But despite what you may assume, their customers aren’t Joe Rogan-listening, weight-lifting Paleo bros. They’re women in their 40s & 50s who buy for the convenience and quality. So we knew for certain that the video would need this type of customer as the lead character.
After pitching several concepts, we settled on one central idea: truLOCAL gives you all the benefits of having a farmer, a butcher and a delivery guy as roommates, but with none of the downsides. Of course, the downsides are the funny part, so we had to show what it *would* be like to have these people as your roommates first. And that turned out to be comedy gold.
Social Media Versions
Since the video is comprised of mini-skits featuring these three comedic characters, it was pretty easy to split it up into shorter versions (“The Farmer,” “The Butcher”) as well as a version that focused on just the customer journey and excised the comedic elements entirely.