CLIENT

LaClare Creamery

PROJECT

LaClare Creamery needed professional studio content to grow its online presence and engage consumers with its artisanal goat milk cheeses. Faced with the challenges of producing video content, recipe demonstrations, and product photography, LaClare Creamery reached out to POLA Marketing. The POLA team provided a full-service solution with in-house studio capabilities, professional video production, recipe videos, and e-commerce product photography.
FULL ARTICLE

SERVICES

Video Production
Recipe Videos
E-commerce Product Photography
Studio

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LaClare Creamery

CLIENT NEEDS

Video Production
Recipe Videos
E-commerce Product Photography
Studio

Brand Overview: About LaClare Creamery

The story of LaClare Creamery has all the workings of a classic Midwestern farm-to-fame story. It began as a family’s shared hobby in the late 1970s, with a daring purchase in America’s Dairyland: two goats and a handful of chickens. Decades later, that little homestead morphed into an award-winning producer of gourmet staples: high-quality, distinctly flavorful goat milk cheeses.

However, like many heritage-driven food brands in niche agricultural markets, industry accolades and loyal customers rarely translate into a veritable online presence. Many shoppers are still newcomers to the subject of goat cheese. Some are unfamiliar with the LaClare brand story or even how to incorporate these cheeses into everyday recipes. Like most craft producers, the brand soon began exploring ways to leverage digital media to expand its consumer-facing market.

LaClare Creamery reached out to POLA Marketing for a full-service solution to these marketing gaps. With a proven track record of putting food and CPG brands like Deville, Gemma Salumi, Tapatìo, Bahamii, Tari, and Tabañero on the digital map, our team was a natural fit for the visual storytelling and e-commerce needs of the family-run Wisconsin farm. As a creative partner, POLA provided creative direction for/produced recipe videos, shot e-commerce product photos, and organized studio content creation sprints to help position LaClare as a go-to goat cheese brand in a somewhat crowded specialty market.

It all began as a focused engagement to market the brand’s key SKUs to curious home cooks and retail buyers. However, it soon expanded into the development of a broader content engine for education, inspiration, and conversion. In a short time, POLA had done more than position LaClare as a credible competitor in the specialty cheese space. We set the brand on a path toward sustained growth across both digital and in-person discovery.

Marketing Pain Points That Led LaClare to POLA

Food brands like LaClare Creamery face a unique set of marketing challenges, distinct from those of their tech or service-based counterparts. The core selling point of food is taste, and that is virtually impossible to convey through still or motion photography. For niche dairy brands like LaClare, it can be even more tedious. Marketing, in this case, must be all-encompassing. It should inform, allay fears, and help the product stand out, all without a sample plate in sight.

Here are a few of LaClare’s key marketing pain points that POLA set out to solve from the outset:

The Visual Content Gap

In 2024, Hootsuite reported that YouTube food content videos had generated 51 billion views. It turns out, people love watching food videos almost as much as they enjoy eating the food featured in them. For a brand like LaClare Creamery, videos can offer viewers a chance to experience the product and the farm-to-table story, albeit virtually.

The challenge, however, is that there are very few established visual playbooks for dairy brands in the goat cheese industry. A little too rustic, and it might be mistaken for a hobby operation. A few flat, poorly lit shots, and there might even be subconscious questions about freshness, quality, and food safety. These challenges are not unique to LaClare. In fact, most food brands cannot afford to entrust their marketing to the shabby operations of a generic content mill. It is, by no means, a one-size-fits-all exercise. Every brand (food or otherwise) needs a content strategy unique to its products and calibrated to its audience.

Recipe Videos

For specialty products, recipe videos can be the difference between marketing that merely evokes curiosity and one that encourages action. Sometimes, customers will not buy simply because they lack clarity on use and/or application. LaClare Creamery identified this gap and sought to create recipe videos optimized for customer awareness, engagement, and eventual conversion.

POLA was an ideal partner for this because it often takes a professional studio to highlight key selling points and guide viewers toward action. Beautiful food is one thing, food content that inspires action is another.

E-commerce Product Photography

In online grocery and retail, product photography plays a similar role to that of a store shelf. If a brand’s thumbnails and product tiles do not effectively communicate quality, they may inadvertently convey the opposite. As LaClare expanded across more retailers and marketplaces, the brand recognized the need for a library of images specifically designed for digital shelves. One with images that remain visually appealing across various media.

POLA Marketing’s Solution: Full-Service Food Content Production

So, how does a full-service marketing agency approach the challenge of a specialty goat cheese brand that requires video production, recipe videos, and e-commerce product photography to enhance brand awareness and drive conversions across both retail and online channels?

For POLA, it meant capturing LaClare’s flavor, texture, and versatility in visual assets that inspire customers to take action.

Here is how we did it:

Producing High-Impact Videos Highlighting LaClare’s Artisanal Goat Milk Cheeses

For LaClare, POLA’s primary objective during video production was creating studio-quality content that could make goat cheese feel both premium and accessible. The process began with developing visual concepts that would satisfy the curiosity typically engaged during a consumer’s journey. That, alongside making the brand irresistibly memorable.

To achieve this, LaClare’s branding and products were front and center of every frame. Logos, labels, and packaging were essentially employed as the core storytelling elements to ensure that viewers recognize the brand immediately and appreciate the variety of the product line.

For each shot, the team customized cinematic lighting to specifically flatter LaClare’s goat cheese. Lighting was carefully chosen to emphasize the natural color of the product, the structure of the crumbles and logs, and the polished finish of the packaging. The goal here was to capture both the tactile quality of the cheeses and the premium feel of the brand in a controlled studio environment.

To wrap up this part of the process, the team deployed a series of product-centered video concepts to portray LaClare’s artisanal goat milk cheeses in an engaging and appetizing manner. We staged static product beauty shots, evolving into dynamic scenes: from crumbles falling onto a salad to logs sliced cleanly and spreads being smoothed over surfaces, all with packaging in view to center its highlights.

Creating Recipe Videos to Inspire Customer Confidence and Usage

Goat cheese is a specialty product with a high curiosity barrier. Essentially, many consumers are interested but unsure how to use it. To lower the curiosity barrier, we developed a series of in-studio recipe videos that illustrate practical, everyday applications of LaClare’s goat cheeses.

To begin, the POLA team audited search trends, recipe intent, retail merchandising cues, and social engagement signals to understand what potential buyers look for.

Each recipe was carefully selected and styled to reflect dishes that viewers could realistically recreate at home. That meant simple breakfasts and appetizers, salads, and bakes all featuring LaClare ingredients as the star of the show. The goal here was to keep the recipes simple enough to reduce the intimidation often associated with specialty cheeses, but intriguing enough to inspire trial, creativity, and repeat use in everyday cooking. What was most important, however, was demonstrating how easily goat cheese could fit into familiar meal routines.

Filming Recipe Videos: The Process

From the outset, the filming process was structured for LaClare’s product-focused recipe series. First, the ingredients were arranged, then the cooking steps were captured from angles that made each action easy to follow.

The cheese itself was positioned to remain a visible, key component of the recipe. This was to ensure that viewers see what the product actually looks like when handled, mixed, crumbled, or baked. Each video was shot with a narrative arc. They typically opened with the finished dish first to build anticipation, then walked viewers through the preparation, and returned to the plated result with LaClare packaging in frame.

Shooting E-Commerce Product Photos To Match Purpose and Platform

POLA studio shot product photos for LaClare Creamery to strengthen the brand’s e-commerce performance across retail partners, online marketplaces, and the creamery’s digital channels.

The photography process began with controlled studio setups engineered to eliminate visual noise and place the whole emphasis on the product. To ensure that each cheese log, crumble cup, and flavor variant appeared uniform across the entire SKU set.

Each product was photographed from multiple angles to give shoppers a kind of virtual inspection experience. This included straightforward front-facing shots for marketplace thumbnails, angled compositions for online catalogs, and close-up details that highlighted texture, packaging claims, and flavor differences.

How Our In-House Studio Workflow Enhanced Brand Consistency

Since all photography was completed in-house, POLA maintained complete control over styling, lighting, color management, and brand alignment. This was especially valuable for managing a unified visual system that supported the brand’s growth and ensured a professional presentation across Amazon, Shopify, wholesale portals, and grocery retail listings.

Working within a controlled studio environment also accelerated the execution process. Without the disruptive variables that come with location shooting or multiple vendors, the team could transition between product videos, recipe demonstrations, and SKU photography in a single, continuous workflow.

Broader Application: How These Services Help Any Food Brand

This project was squarely focused on LaClare’s artisanal goat milk cheeses. However, the same production systems and creative frameworks can be applied to virtually any food or beverage brand seeking to establish an online presence.

When making food-related choices online, visuals are often the first line of defense between the customer’s initial curiosity and the final purchase decision. Therefore, the brands that succeed today are those that can effectively communicate their product story, quality, and value through high-quality content. This is precisely why the POLA process can be adapted to the needs of food brands in every niche, from dairy and snacks to beverages and specialty CPG.

Food Brands and Video Are a Natural Pairing

The primary goal of food marketing is to stimulate customer interest, and nothing does that better than video. High-quality video builds product awareness and increases engagement on social platforms, allowing viewers to live a simulated experience through media. They are also critical for paid advertising, which is heavily reliant on attention-grabbing, conversion-focused creative.

Beyond performance metrics, food videos are valuable for elevating brand authority. Brands that present their products with a polished combination of cinematic storytelling and intentional styling are generally deemed more reliable and premium.

Recipe Content is Fuel for SEO and Customer Retention

Recipe content is a universal growth lever for food brands. Search engines reward it, consumers rely on it, and retailers increasingly request it. A typical recipe can naturally incorporate keywords and intent-driven search phrases, which enables food brands to rank for the exact terms customers use when planning meals or seeking inspiration. Over time, these pages build authority and attract backlinks from blogs, media sites, and cooking communities.

Following discovery, these recipe contents also support customer retention. When customers see simple, replicable ways to use a product, they are more likely to adopt it. It can also provide brands with fresh material for newsletters, social posts, and retailer collaborations, turning a single piece of content into a versatile marketing asset with long-term value.

Product Photography Increases E-Commerce Conversions

A high-quality product photo will impact online sales in whatever niche it is applied. Better visuals lead to higher add-to-cart rates because shoppers feel more confident in their purchasing decisions.

Great photos also affect how retail partners perceive a brand. Quality imagery often signals professionalism, which makes retailers more inclined to feature or promote the products.

The Outcome: LaClare Creamery’s Marketing Transformation

After implementing the tailored omnichannel strategy to address LaClare’s marketing gaps, the POLA team recorded a marked transformation in the brand’s outlook across multiple channels.

The studio-shot visual for LaClare’s Fig & Honey goat cheese showcased the polished, appetizing style that POLA cultivated for the brand. With all photography, recipe videos, and product videos produced under one roof, these assets were designed to be easily transmittable from the website to social media and even into retail partner listings and ads.

Recipe videos also play a crucial role in boosting consumer engagement. These in-studio videos demonstrate mouthwatering and relatable options for incorporating LaClare’s cheeses into everyday delicacies. This attention to detail directly supports decision-making for customers who rely entirely on visuals when buying dairy products online.

Finally, each asset was creatively planned to maintain evergreen appeal. That way, they could be used through different seasons for various campaigns.

Frequently Asked Questions on Food Content Marketing

What is Food Content Marketing?

Food content marketing involves creating storytelling assets to connect food brands with potential customers. This is primarily done by showcasing the food/beverage item and/or its application to demystify its function or demonstrate its use. When food content marketing is effective, it can enhance brand visibility across search and social engines, and promote long-term customer loyalty.

How Can Food Content Marketing Help My Brand Stand Out?

Most brands operate with the presumption that customers know exactly why their product exists and how it can be used.

This is often not the case.

Food content marketing can set a brand apart by highlighting the elements that make the product unique and demonstrating its everyday applications. If combined with consistent messaging, the brand is positioned as credible and even more memorable than competitors in the same niche.

What Type of Content Performs Best for Food and CPG Brands?

There is no one-size-fits-all solution to the content needs of any food or CPG brand. Ideal content will depend on its application or customer journey stage.

For instance, e-commerce photography is specifically designed for e-commerce setups (e.g., online retailers/platforms). Short-form recipe videos that teach use and drive cravings are great for social media, and so are lifestyle visuals. Educational content that explains the product’s origin, sourcing, and benefits may be suited for the brand website.

Do Professional Food Photos and Videos Actually Increase Sales?

They do. Customers rely heavily on appearance when they cannot physically interact with a product. These visuals help bridge the gap and reduce buyer hesitation when they are properly produced. High-quality imagery can also reduce the occurrence of product returns by aligning customer expectations with the actual item delivered.

How Often Should Food Brands Produce New Photos and Videos?

Updates should be done as frequently as needed. Most brands have a calendarized system with updates scheduled quarterly or seasonally. However, the most critical times for a media update are during a product launch or packaging update, when expanding service areas, or during a seasonal campaign. For most customers, out of sight may mean out of mind.

What Should Food Brands Look for in a Food Content Marketing Agency?

The ideal food marketing agency should have expertise in visuals, particularly in relation to the specific product type. They should also be able to handle production from ideation to execution in a way that helps the brand communicate its story clearly and consistently.

How Does One Measure ROI for Food Content Marketing?

Much like other marketing endeavors, the ROI for food content marketing can be measured using click-through and add-to-cart rates, online conversions, increased retail sales, repeat purchases, social engagement, and increased traffic.

Are Recipe Videos Effective for Marketing Food Products?

Recipe videos are among the highest-performing content types for food brands. They solve the key problem of customers not knowing how to use the product. By showing the product in action, recipe videos drive appetite, improve product understanding, and significantly increase the likelihood of repeat purchases. They also perform exceptionally well on social media and retail partner pages.

Become a POLA Marketing Success Story

Food and beverage brands have long moved past the era of competing on taste alone. These days, even the most delicious products have to be presented in a way that satisfies our appetite for aesthetics, as well. That’s where POLA comes in.

POLA is the official partner of helping food brands help customers eat with their eyes. We work with teams that need more than generic content; we partner with brands that depend on visuals that perform, not just look pretty.

With LaClare Creamery, that meant leading creative direction for product videos, recipe content, and e-commerce product photography and producing it all in-house.

The same approach applies to both emerging and established food brands. Whether a company is modernizing older visuals, supporting a new retail partnership, or building a steady stream of social and recipe content, POLA can plug in as a specialized food content studio. We produce media assets that support sell-in conversations, improve shopper trust, and give internal teams something to be proud of.

For food brands tired of rushed photos and improvised content, POLA exists to make sure customers can eat with their eyes first.

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