In an initiative to both highlight members of our culinary team at University of California, Davis Dining Services and promote new and existing menu items to our students, we created a video marketing series for social media called “Behind the Dish.” These videos were a casual “run and gun” style of interview and b-roll, catering towards our student audience and the type of content we have seen them engage with the most. Making these smaller, intimate behind the scenes looks into our culinary teams methods resulted with not only some of our best performing content for 2024 (one of these videos received over 35,000 views and 600 shares), it also saw an increase in check counts for dishes highlighted with an average of 24.7% increase in sales of featured items the two weeks following posting the video.
From the Judges
A personal, emotive, and effective approach to communicating the stories of the university's community.
