Never Miss an Opportunity to Humanize Your Brand

Our client, Bigelow Tea, recently announced a new business partnership with Bruegger’s, the Vermont-based chain of bagel bakeries who’ve agreed to carry Bigelow’s line of organic teas.  To help celebrate this nifty news, Bigelow asked Creative Concepts (that’s us) to film a video featuring Cindi Bigelow and Jim Greco, the CEO of Bruegger’s.  We said sure.

In theory, we knew the focus of the video was supposed to be Bigelow’s organic teas, but as we’re well aware after having filmed dozens of videos for our clients, live video shoots are unpredictable and you never know what the real story might be, so we kept our options open.

As it turns out, the story behind this shoot turned out to be the remarkable similarities between Bigelow and Bruegger’s, both of whom pride themselves on seeing their employees and their customers not as numbers but as family.  Whether it’s a friendly glimpse of Cindi Bigelow scrambling to make a bagel sandwich for a Bruegger’s customer or Jim Greco’s tale of how his mother first intoduced him to tea, it’s these wonderfully human moments that remind viewers and employees alike that the companies they work for (and buy from) are, ultimately, comprised of people.

And, as we’ve said before (and we’ll say again), people like doing business with people, not brands.

How is your brand reminding its customers and its employees that it is refreshingly, endearingly  human?

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