White Castle this week launched a new branded content series called “The Crave Chronicles,” a documentary-style video series that highlights the stories and people who have made the family-owned business thrive for more than 100 years.
Agency Blue Chip headed to Ohio this summer to film the series in plants, restaurants, grocery stores and the White Castle home office in Columbus.
“When you have been in business for 101 years, there are countless stories worthy of telling, and this new series allows us to do just that,” says Jamie Richardson, vice president at White Castle. “The Crave Chronicles is our way of documenting and celebrating the extraordinary people" who help deliver the company's menu and retail items to people nationwide.
A total of 18 episodes will air this fall including a seven-minute retail story and shorter takes for social media. Content covers a variety of topics, from why there are five holes in every 100% beef slider patty to explaining the steps taken inside the plants that package Sliders for the freezer aisles.
All videos will appear on White Castle's YouTube channel and post as ads on Facebook, Instagram and TikTok.