case study tate and lyle tapioca social media video campaign


From Farm to Fork

Tate & Lyle embarked on an ambitious project to extend their tapioca operations globally following the acquisition of the Chaodee Modified Starch Company Ltd.

They approached Content Creatures with a brief to create an illustrative animation that would resonate with audiences in APAC, the Middle East, and South Africa, and be voiced English.

The creative challenge was to convey Tate & Lyle’s brand and product offerings through a fun, but informative, animated social media video production. The video needed to emphasise the new APAC tapioca site’s benefits to workers, clients and the supply chain.


Tate & Lyle


Food and Beverages

What We Did

  • Animation
  • Brand development
  • Copywriting
  • Creative strategy
  • Digital assets
  • Motion design
  • Music composition
  • Print assets
  • Storyboarding
  • Voiceover production


Answering the brief

Key aspects to include in the creative concept were:

  1. Reflected on the supply chain of farm to fork.
  2. Highlighted the textural benefits of Tate & Lyle Tapioca Starch.
  3. Promoted the benefits of regional APAC production.
  4. Illustrated Tate & Lyle’s no purpose to transform lives through the science of food.

We pitched three 2D animation routes, and the client chose ‘It’s what’s inside that counts’. They felt this route “perfectly encapsulated the essence of the project”.

The narrative treatment takes the viewer on a journey through the supply chain, with each stage revealing the next, to emphasise the importance of tapioca starches within food and drink products consumer’s use every day.

Textural approach to animation

The illustrative style was designed to be bright, colorful, and textural, mirroring the nature of tapioca starch and the products it enriches.

Content Creatures leveraged a blend of 2D and 3D animation to bring the narrative to life, creating seamless transitions that told the story of Tate & Lyle’s tapioca starch from its origins to its transformative role in food science..

Award-winning video production

The final advert went on to win a Gold Creative Muse Award where it was recognised for its innovative storytelling and the animation’s ability to connect with the audience on an emotional level.

The animation’s rollout on social media and at trade events was a resounding success.

The campaign effectively promoted the advantages of regional APAC production and illustrated Tate & Lyle’s mission to transform lives through the science of food, resonating with viewers and stakeholders alike.

I valued your candour, energy, ability to balance excellent responsiveness with the ability to push back when necessary. I enjoyed the project enormously.

Elly Tomlins

VP of Culture & People Strategy, Tate & Lyle