01The story
Overview
Mary Brown’s wanted people to download their app. To make it happen, we built a video that turned their most famous sandwich — the Big Mary — into the star of the story.
—Case study
Mary Browns
01The story
Mary Brown’s wanted people to download their app. To make it happen, we built a video that turned their most famous sandwich — the Big Mary — into the star of the story.
02The work
Food apps are everywhere, each one promising deals and perks. The challenge was simple: how do we make people care about Mary Brown’s app and show them a reason to download it right now?
We told the story like a mini movie:
A woman takes her first bite of the Big Mary.
The camera zooms into her eyes, pulling us into her imagination.
Inside, we see the sandwich being made step by step — crispy chicken, fresh bun, creamy mayo, crunchy pickles.
It all builds to a bold orange screen with a clear message: “Get it free when you download and sign up on the app.”
By blending appetite appeal with a cinematic twist, the video made the Big Mary feel larger than life — and the app download offer impossible to ignore.
Compelling incentive: Viewers instantly understood the value — a free Big Mary for downloading the app.
Emotional impact: The zoom-in storytelling made the sandwich feel epic, memorable, and crave-worthy.
Action-driven: The campaign boosted app downloads while keeping the Big Mary at the center of attention.
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