The Beretta Story
Founded by Mike and Cynthia Beretta in 1992, Beretta Farms is one of the most recognizable names in Canadian family farms. The natural and organic food purveyor has grown into a market leading brand of fresh beef, poultry, deli products and meal solutions.
The Berettas wanted to share their story with employees, customers, and consumers alike in celebration of their company’s 25th anniversary.
The challenge was to differentiate Beretta Farms from their competitors who have a similar desire to give consumers a healthy alternative. To make them stand out and engage viewers, we were looking for a very personal story that made the Beretta story unique. After pre-interviewing Mike and Cynthia Beretta, we found our approach. We created a campaign of 3 spots, telling the story of how they were pursuing their dream and it literally went up in flames when their barn burnt down. They almost gave up at that moment, but a whole community of people rallied around them to help them keep their dream alive. It is an inspiring story that consumers can relate to and champion. Inspiring stories don’t start with our accomplishments, they start with our weaknesses.
The 3-minute film screened during the Beretta’s 25th anniversary soirée and was incredibly well received. The film will be screened at retail partner venues, and used across the company’s social media channels. Within the first month, the video received over 55,000 views through Beretta Farms’ various social outlets.
C R E D I T S
Director: Stan Yamashita
Co-Director: Nathan J. Haynes
Writer: Joanne McConnell
Producer: Michelle Lee
Cinematography: Stan Yamashita, Nathan J. Haynes
Sound Recordists: Alexander Bullen-Genis, Marco Furgiuele
Editor: Stan Yamashita
Production Manager: Rona Chavez Leon
Production Assistant: Alexander Bullen-Genis
Composer: Emily Klassen
Food Stylist: Ji-Yun Han