A celebration of commitment and quality with Amy's Kitchen

We partnered with Amy's Kitchen to deliver a 360° campaign celebrating the brand's commitment to quality and community since its inception in 1987. 

From creative development through final delivery, we delivered a full suite of assets spanning an anthem film and cutdowns, a founder's story film, photography, social and BTS content, and more. 

Amy’s Kitchen wanted to honor the legacy of pioneering founders Andy & Rachel, while also featuring the community of people who love and enjoy Amy’s food. That meant cracking the code on a visual and tonal language that captured the spirit of Andy & Rachel -- celebratory, authentic, and elevated. And it needed to work across two unique films, plus an evergreen content library. 

In the films, Amy’s needed to feel both foundational and forward-thinking. A campaign that plants a flag, and embraces that more growth and change is still on the horizon.

After an intake call with the Amy’s Marketing and Creative team, we went to work understanding where the brand was and where it began. We uncovered just how instrumental Andy & Rachel had been in establishing the organic foods movement – and not just in the frozen food sector, but as a category as a whole. 

We learned about the people who are already fans, the chefs and farmers who work for the organization, the people who are part of Amy’s growth plan (busy folks who pursue healthy lifestyles), and so much more. We used this foundational knowledge to shape a stirring script that infused our visual language with the aura of Amy’s. 

Director Britton Caillouette conducted interviews with many Amy’s employees and visited the HQ and kitchen to learn about their process. He brought those insights back to our creative team, and we got busy on a script with zingers like “We don’t cut corners, we cut carrots.”

Farm League specializes in exploring the specificity and personality of brands through a humanistic, naturalistic storytelling style that emotionally connects with any viewer. The root lies in nuance. The little details that communicate truth. These details shine through choices in casting, locations, performance, art direction, and composition.

Amy’s Kitchen is, and always has been, a community-oriented brand. One of our main goals in the production process was to honor that authentically by tailoring our shoot so the on-screen results mirrored reality. For a brand deeply rooted in the region, we wanted to find the seeds of culture that would translate organically to a large-scale audience. Small town charm with nationwide appeal.

We built our team with as many locals as we could – from our cast to our crew. The initiative was led by Britton, who is based near Petaluma and understands the culture of the region deeply. We cast from ours and Amy’s personal network of friends whenever possible. We wanted a mixture of personalities, faces, and careers that felt truly representative of the range of lifestyles that Amy’s supports. Families, artists, firefighters, and beyond. In addition to our Petaluma shoot, we visited multiple farm locations to speak with the source directly.

From blueprint to final frame, we wove Amy's story through collaborative craft - marrying the essence of documentary film with the shine of commercial polish across dual narratives, custom sound, and warmth.

Final deliverables for the campaign include a :90 Founder's Film, a :60 Anthem + :30, :15 cutdowns, a 3 minute brand film, and two additional brand focused films. We also delivered 215 combined motion videos and still assets for social coverage and behind the scenes access as well as 3,500+ high-res digital stills of product & lifestyle moments on digital and 35mm.