Jamie EatsJamie Eats
Best Content Marketing Video Series
Category: Best Content Marketing Video Series
Project Name: Jamie Eats
Company: University of California San Francisco
The Jamie Eats campaign was a creative and heartfelt initiative designed to revive food and retail sales at the University of California, San Francisco (UCSF), which had been severely impacted by the COVID-19 pandemic. Beyond revenue generation, the project aimed to restore the sense of community and connection that onsite retailers bring to UCSF’s identity as a leader in health sciences, research, education, and patient care.
The campaign centered on a series of travelogue-style videos featuring Jamie, a charismatic and entertaining UCSF staff member with a passion for food. Jamie’s upbeat commentary and humorous personality brought energy to the series, showcasing the variety of food options available on campus. Each segment began with a short interview highlighting the personal stories of the vendors, emphasizing their pride and connection to the UCSF community. By making the professional personal, the campaign celebrated the people behind the counters as vital contributors to the campus culture.
The videos were distributed through UCSF’s social media channels, newsletters, campus-wide digital signs, and a launch party. To further engage the audience, window clings in food concourses featured relatable, heartfelt copy such as, "When they know how you take your latte, it’s more than coffee. It’s a relationship."
Why they're award winning:
Authentic storytelling: Highlighted the personal stories of vendors, fostering emotional connection
Engaging personality: Jamie’s humor and relatability made the campaign entertaining and memorable
Community focus: Reinforced the role of food venues as spaces for collaboration and camaraderie
Multi-channel strategy: Leveraged social media, newsletters, digital signs, and in-person events for maximum reach