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our department thought our internal teams would handle this sort of thing - but after our discovery call, the penny dropped as to why we don't....
..I didn't think it was going to work for our brand, as I couldn't see a Japanese commercial anywhere - once it was explained that each commercial is created to our target customer, it all made sense.
The commercial brought roughly an extra £9,000 in the first month...
...after posting the commercial and getting 36k views with only a £200 marketing campaign and competition copyright behind it...
The creative is across our entire hotel's internal monitors, email campaigns and socials boosting professionalism and trust to our customers...
For Salt & Chilli Oriental, the consultancy approach following the commercial shoot was deliberately different. While production quality remained high, the strategic focus shifted toward pace, repetition, and energy.
The shoot was planned with modularity in mind. Alongside the hero film, we captured:
• High-motion food moments
• Masked transitions and visual tricks
• Short, punchy sequences designed to be cut vertically
• Moments that could stand alone without context
Post-production leaned into faster cuts, rhythmic pacing, and visual momentum, allowing assets to perform strongly across social feeds and paid placements. Vertical indents were designed to stop scroll first, with brand recognition built through repetition rather than narrative.
Quarterly CMO consultancy focused on:
• Increasing posting frequency without degrading quality
• Identifying which visual formats performed best in paid vs organic
• Structuring content so each clip could live independently
• Balancing high-energy output with consistent brand identity
Unlike Lychee, Salt & Chilli’s strategy embraced volume with intent. The consultancy ensured that energy didn’t become chaos - every piece still reinforced food quality, confidence, and modernity.
The result was a content system that supported both brand presence and performance, giving Salt & Chilli a constant stream of visually aggressive, platform-native assets without sacrificing production value.
This strategy was about momentum, keeping the brand moving without losing control.