Hayden Valley Foods

When Kelli's expanded its catalog with Hayden Valley Foods' line of gourmet pretzels and confections, the sales team faced a tough wholesale sell. Hayden Valley produced premium, clean-label products, but wholesale buyers at hospital gift shops, pharmacies, and specialty boutiques saw them as an unproven brand competing for limited counter space. Standard distributor sell sheets listed prices and specs, yet failed to convey the premium appetite appeal or communicate why retail customers would pay for them. Buyers hesitated to commit inventory dollars to a new vendor without clearly understanding the product's value proposition.

The team executed a two-tier video and web production strategy. First, the video team produced an internal 30-second product spot in one hour using generative AI to showcase the texture, toppings, and flavor variety. The proof-of-concept spot demonstrated the product's visual value so effectively that Hayden Valley executives commissioned a custom brand film for their national tradeshows. To capture retail orders generated by the media push, the team simultaneously built a stylized, high-impact B2B wholesale landing page.