A Taste of Success with Logan Food Trails

Rebel Agency was commissioned by the Logan City Council to create an engaging video series showcasing the vibrant and evolving Logan Food Scene through the “Logan Food Trails” initiative. Producing this video series was about more than just showcasing the beautiful sights and flavours that we experienced on our journey, but rather about telling the unique story of a food scene that—with the help of many dedicated restaurateurs and business people—has completely transformed in the space of a few decades. The challenge was to capture this remarkable evolution and present it in a compelling, digestible format for a broad audience.

The primary objectives for the Logan Food Trails video series were multifaceted:

• Promote Awareness: Significantly raise awareness of Logan City’s diverse and high-quality culinary offerings.
• Shift Perception: Challenge existing misconceptions about Logan’s food scene and establish it as a vibrant, must-visit culinary destination.
• Drive Engagement: Encourage both local residents and visitors from wider Queensland to explore the Logan Food Trails and patronise featured businesses.
• Celebrate Local Businesses: Highlight the passion, dedication, and stories of the restaurateurs and business owners who have driven this transformation.
• Create Shareable Content: Develop visually appealing and informative content that could be easily shared across various digital platforms.

Our initial insights confirmed that Logan’s food scene was indeed rich, diverse, and filled with untold stories. It wasn’t just about the dishes; it was about the people, their heritage, their innovation, and the community spirit that fueled the transformation.

Our solution was to move beyond a simple food tour. We developed a narrative-driven video series that:

• Focused on Storytelling: Each episode was crafted to tell the unique story of specific eateries, chefs, and local producers, delving into their journey and contributions.
• Emphasised Authenticity: We captured genuine interactions, behind-the-scenes moments, and the true passion of the people involved, rather than just curated plates of food.
• Showcased Diversity: The series deliberately featured a wide array of cuisines and dining experiences, reflecting Logan’s multicultural fabric.
• Utilised Cinematic Production: High-quality videography, engaging editing, and carefully selected music were employed to elevate the viewing experience and evoke a sense of discovery and delight.
• Integrated Local Flavours: We made sure the videos visually connected the food experiences to the unique character and locations within Logan City.

The Logan Food Trails video series was an undeniable success, exceeding expectations and delivering significant value for the Logan City Council:

• Dramatic Increase in Engagement: The series garnered over 1.5 million views across social media platforms within the first three months, with thousands of shares and positive comments.
• Positive Perception Shift: Anecdotal evidence and direct feedback from the Logan City Council indicated a noticeable shift in public perception, with many expressing surprise and excitement about the quality and diversity of food available in Logan.
• Tangible Business Impact: Several featured businesses reported a significant increase in customer footfall and inquiries directly attributed to their appearance in the video series.
• Enhanced Brand for Logan: The campaign successfully positioned Logan City as a dynamic and appealing culinary destination, reinforcing its commitment to supporting local businesses and cultural richness.
• Client Satisfaction: The Logan City Council expressed immense satisfaction with the quality of the content and its effectiveness in achieving their campaign objectives, solidifying Rebel Agency’s reputation as a trusted creative partner.

The Logan Food Trails project stands as a testament to Rebel Agency’s ability to not only produce stunning visual content but also to understand and effectively communicate a powerful narrative that genuinely connects with audiences and delivers measurable results.