.pepper..field is a Czech brand that became the world’s largest exporter of authentic Kampot pepper since its founding in 2018. Built on a mission of fair trade and direct cooperation with Cambodian farmers, the company exports over 40 tons annually, with most of it consumed by customers in the Czech Republic, but not for long. Their content strategy revolves around four core pillars: authenticity rooted in real farm work, luxurious packaging suitable for gifting, social impact through support of farming communities, and award-winning taste recognized by international juries like Great Taste.

It is no exaggeration to call .pepper..field a love brand. The mission built on the core four pillars, translates into tactics and execution, justifying the premium pricing of the brand. Acquiried customers are satisfied with their purchase and most of them come back. However, the physical availability of this product is limited and leaves customers often hesitant to click the buy button. This is a significant challenge for current expansion plans. We agreed that even though there has been some social media presence and premium graphics branding, there was much more room for growth.

.pepper..field has worked with leading social media agencies in the region, but was never left satisfied. The challenge of communicating the value, unique taste and authenticity was something other agencies couldn’t grasp.

Our task was to find an english native speaker. We did the casting and briefed the actor on the brand, product portfolios and tabus to be addressed. Following that, we’ve established a strong content plan addressing multiple phases of the Customer Journey. For example, we continued with a content format that has always proved successful to us. The „street reels“ format captures reactions and thoughts of real people we asked on the street. Remember: People like to watch other people! This partially replaces reactions, FAQs and hesitations the customer would have in a physical store.

The content we produced started removing purchasing friction and also served existing customers on how they can use the premium pepper products better.