Calbee
Harvest Snaps Content Creation
Creative
Photography
Social Media
With roots in Tokyo in 1949, Calbee is one of Japan’s most recognised snack producers. Since entering the Australian market in 2017, their flagship brand Harvest Snaps has gained strong traction with health-conscious consumers.
Calbee partnered with The Refinery to create a consistent stream of high-quality content for the Harvest Snaps brand designed to strengthen brand presence across social and digital platforms.
A key deliverable was the delivery of ongoing BAU and hygiene content for Harvest Snaps’ Meta channels.
Over several years, this involved the regular creation and management of social content, supported by community moderation, comment monitoring, proactive outreach for brand and influencer collaborations, and high-level reporting.
The always-on approach was designed to build familiarity and trust, increase loyalty among existing audiences and provide continuity through a major pack redesign and brand refresh in March 2023.
A series of product visualisations as a key content pillar elevated the look and storytelling of the account.
This layer of content bridged the gap between everyday social posts and campaign-led photography.
Highly styled pack shots used colour, ingredients and composition to express flavour, while more contextual scenes placed Harvest Snaps within everyday snacking occasions, helping consumers visualise how the product fits into their lives.
This approach reinforced appetite appeal while maintaining a cohesive brand aesthetic, resulting in a 156% YoY increase in engagement rate across Meta platforms.
High-end photography was also captured through dedicated shoot days.
This content explored new ways to enjoy Harvest Snaps with pairings and recipes, featured the product outside the pack and added a human touch.
Complementing this, a steady stream of social-first video content was created to support Reels placements, often featuring Penelopea the mascot.
Together, the mix of polished and platform-native content ensured Harvest Snaps maintained a strong, engaging presence while reinforcing its position as a contemporary, better-for-you snack brand.
