Content Series: Salt & Straw’s “The Dump”
est. 2024
A content franchise built around the simplest possible story—what goes into handcrafted ice cream, told in 10 seconds from the test kitchen.
Role: series creator, strategist
Concept & Creative Direction
Developed and launched a short-form video franchise built around a single, repeatable format: a close-up shot of Salt & Straw's small-batch ice cream maker in the test kitchen, spinning fresh base until it reaches a semi-solid consistency, then loading in heaps of house-made inclusions—from apple cider donuts to artisanal chocolate truffles, potato chips to entire chocolate cakes. Internally (and lovingly) known as “The Dump.” The concept was designed to be native to short-form platforms, endlessly repeatable, and rooted in Salt & Straw's core brand truth: handcrafted recipes made from ingredients at their peak.
Platform Strategy & Execution
Optimized the format for Instagram Reels, TikTok, and YouTube Shorts simultaneously, adapting pacing, captioning, and hook strategy for each platform's algorithm and audience behavior. Built the franchise infrastructure—shooting cadence, editorial calendar, format guidelines—to ensure consistency across episodes without losing the spontaneity that makes the content feel alive.
Brand Storytelling
The Dump does in 10 seconds what a brand manifesto takes paragraphs to say: Salt & Straw makes ice cream by hand, from real ingredients, in a real kitchen, by people who care about the craft. Every video is a product story, a brand story, and a piece of entertainment at once—all grounded in the interest-based content approach that has driven Salt & Straw's social growth since 2024.
21 videos. 167M views.
The Dump is now one of Salt & Straw's most consistent organic reach drivers and a flagship example of how a simple, repeatable content format build upon a genuine brand truth can outperform most anything else in the feed.
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