It's what inside that counts

Following the acquisition of the Chaodee Modified Starch Company Ltd, Tate & Lyle extended its Tapioca operations to provide solutions to customers all over the globe. To highlight this, they commissioned Content Creatures to create a 60″ social media campaign video.

The brief had four key elements:



- Reflect upon the supply chain of farm to fork.

- Highlight the textural benefits of Tate & Lyle Tapioca Starch.

- Promote the benefits of regional APAC production.

- Illustrate Tate & Lyle’s new purpose to ‘Transform Lives Through the Science of Food.’



After interviewing key stakeholders, we identified a key insight that Tate & Lyle’s customers valued their tapioca starch solutions as a premium ingredient within their food and drink products. From this, we developed the creative concept: ‘It’s what inside that counts’.



Our copywriter expanded this into a treatment. The narrative journeyed through the supply chain, so that each stage revealed or unveiled the next. As well as showing what goes into each part of the process, this concept also illustrated the connections which link sustainably sourced, locally grown tapioca with Tate & Lyle’s customers and their consumers.



Visually, we explored the concept by way of a series of seamless transitions, easing the viewer through the supply chain. At the same time, our Design Director developed the illustrative style. The brief for this was to create a look that was bright, colourful and textural to reflect the nature of tapioca starch and the products that use it.



Our animation team combined 2D and 3D techniques to create the final social media campaign video, which has received praise from both the Marketing and Tapioca Starch teams at Tate & Lyle.