Animated Ingredient Video

U.S. Dairy Export Council (USDEC)

The Story of a Perfectly Popular Ingredient

The U.S. Dairy Export Council (USDEC) is a non-profit, independent membership organization that represents the global trade interests of U.S. dairy producers, ingredient suppliers, and export traders.USDEC sought to highlight permeate, a versatile ingredient containing lactose and dairy minerals, in an animated, data-centric video. Goals included:

  • Inform & Entice: Showcase the growth of permeate in the global market, informing both consumers and food and beverage manufacturers of the product’s multi-faceted benefits and increased popularity around the world.
  • Increase Sales: Inspire food and beverage manufacturers to sell permeate and incorporate it into their formulations.

Novak Birch developed a visual direction, wrote a script, designed and produced an animation, cast voiceover talent, and selected a soundtrack—ultimately delivering a friendly, informative video that tells the story of permeate’s growth and expansion while inviting manufacturers to benefit from this promising opportunity. Highlights include:

  • First, the video introduces permeate as the new “it” product—a rock star in the food and beverage industry. The data-driven yet casual and benefits-oriented script positions permeate as a multifunctional cost-saving, flavor enhancing dairy co-product that is quickly increasing becoming a staple ingredient across the globe—giving viewers confidence in the ingredient from the beginning of the video.
  • Then, to back up this message, we use simple, recognizable icons and images to portray various product categories and markets. Using a friendly color palette that complements the USDEC brand, we created animated graphics that present data points, changes, trends, and global regions in an inviting, easy-to-understand manner, each flowing seamlessly to the next data point.
  • Complementing the tone of the script and animation style, the video features an upbeat, positive soundtrack that builds in excitement along the way.
  • The animation concludes by inviting manufacturers to contact USDEC to learn more about incorporating this in-demand ingredient into their products and formulations.

USDEC uses this video to successfully convey the benefits and expansion of permeate to both consumers and manufacturers. In-market use includes but is not limited to:

  • USDEC Fall 2020 Membership Meeting.
  • E-blast collaboration with Asia Pacific Food Industry magazine.
  • Two customer videos for USDEC Vietnam.
  • Video adaptations for China, South America, and Portugal.

The permeate video took home a 2021 bronze Summit International Award.

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Novak Birch

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