CLIENT: Rayberns
ROLE: Art Director + Designer
BACKGROUND: How do we change the stigma of frozen food?
These days, online cooking culture makes it seem that every meal has to be instagram-ready. But the average American consumer doesn’t have the time, energy, or desire to create five-star meals on a daily basis.
IDEA: Is it honorable to sacrifice your entire afternoon or is it a waste of precious free time? Do you really need to match the lofty culinary expectations of society or can you cook without being bound by social norms? I mean, really,
what is cooking, anyway?
The World’s Fastest Culinary School
Craving culinary expertise, but only have 90 seconds of free time?
(which, conveniently, is the precise cooking time for a Raybern’s crafted sandwich)
We placed culinary school pop-ups where foodies were abundant and time was not. These schools had participants run through a culinary crash course where they took a stab at parts of making a gourmet sandwich. Ingredients would pop up (a la Julia Child) and would get participants through the marathon-esque finish with a catalyzed joy for cooking on their terms.
Participants left with a certificate and custom chef hat so that they can embody the cook’s mentality whenever they’re ready to step into their own kitchen.
The Rayberns Comparative Cookbook
How much time does it actually take to make a sandwich from scratch?
We collected an array of famous chefs who we challenged to craft their own recipe for Raybern’s sandwiches. We then let the reader choose which strategy they prefer for making their delicious sandwich because ultimately, 90 seconds of work looks really easy next to 446 hours for nearly identical outcomes.
The Anti-Food Blog, Food Blog
Food blogs are notorious for telling ridiculously long life stories before getting to the actual instructions of the recipe
Raybern’s does not waste people’s time!
We placed Raybern’s straight-forward recipes in famous food blogs (Bon Appetit, Epicurious, Food52, NYT Cooking) to give readers a break from recipe-blog novels and provide a straight-to-the-point dinner.
Protect Yourself!
Like to keep to traditional methods of cooking? Raybern’s doesn’t want you to stop!
We want to send hand repair care packages to culinary influencers to remind them when their hands are drying or they accidently cut themselves that Raybern’s is here for them to make life easier.
Existential Paths
The produce section at a grocery store can have you feeling dazed and confused. All great starts, but doubt can start to set in. We’ll have floor stickers placed around to share a familiar narrative and help people remember that cooking in the modern era is whatever they want it to be, including starting with a Raybern’s sandwich.
This is Cooking- Social Concept
Cooking doesn’t have to mean crying from freshly-julienned onions or curling your fingers while dicing carrots. Cooking can be anything you want it to be for the 90 seconds it takes for a Raybern’s sandwich to heat in the microwave. We start the video with someone placing the sandwich in the microwave and doing just about anything they want— from playing with a kendama to calling their grandma.
Away with the quick cuts! - Social Concept
Flashy Tiktoks cram recipes that take days to finish into 3 minutes. We’d rather show a honest way to make delicious food: pulling the food out of the package and placing it in the microwave, all in one take.
