For the launch of the new Schnitty burger range, Ribs & Burgers and Scope Productions took a different approach entirely, trading script and voiceover for an original music track, written and recorded in-studio with an Australian rapper to tell the story instead.
The result is a campaign built around a genuine hook: Schnitty layered with lettuce, tomato, mayo, Swiss cheese and bacon, set to an original verse designed to be catchy, quotable and unmistakably social-first. A food stylist was brought in to ensure every shot matched the energy of the track, bold, stacked and built for the scroll.
Scope handled the project across formats: writing and producing the original music, shooting and styling the food, and editing the final piece for release as a social media campaign.
The approach paid off in tone as much as reach, resulting in a burger launch that felt less like an ad and more like a drop, giving Ribs & Burgers a piece of content built to be shared, not just watched.
