Produce an attention grabbing social video that showcases the exceptional value and experience of the Mediterranean fast casual restaurant, CAVA, inspiring viewers to make it their new go-to spot.
In today's world of endless options for a quick meal, many restaurants compete on price alone, defaulting to aggressive deals where the cheapest option is seen as the best value. CAVA, the fast casual Mediterranean restaurant concept, is different. They're anchored by a belief that true value isn't found in a low price tag, but in the substantial and delicious meal that you receive. It’s about a bowl packed with premium ingredients and generous toppings that delivers a satisfying experience that far outweighs a less fulfilling, cheaper alternative. CAVA wants more people to understand the particular value they offer with some paid social videos that feel refreshing, credible, and emotionally resonant.
The goal of this project is to create a single resonant social-first video, up to :30, that builds awareness about CAVA, inspiring viewers to start visiting more often, and make CAVA a staple in their consideration set for where to eat. The video will be used for a paid media campaigns, primarily on Instagram and TikTok, so it needs to be thumb-stopping and relatable, and feel native to those platforms, connecting with viewers in a way that feels more like a discovery than an advertisement. To that end, we're not looking for a polished, traditional commercial, but something in more of a clever and elevated social style, maintaining a professional approach, but with the genuine and personal feel of content that you might catch in your close friends' feeds. Conceptually, the key is to set CAVA apart by defining its value not by a discount, but by championing a sense of abundance, and highlighting the substantial, high-quality meal you get for your money.
Your video does not have to be filmed inside a CAVA restaurant, but that is an option if one is local to you. You can find the closest CAVA by visiting their locations page. If your concept requires filming in-restaurant, you'll work with the team in pre-production to help coordinate an approved location. If you already have one in mind, please include this in your pitch. The video could be shot on your phone, but should be captured with professional lighting and sound. In casting, we'll be looking for relatable talent within the Gen-Z or young Millennial target market, and want someone who is able to generate excitement with their on-screen (or behind-the-phone) energy.
You'll see several key communication pillars in the Background, but your creative approach doesn't have to tackle everything at once. Focus on strongly illustrating a specific element or feeling of CAVA's key differentiator. For example, you might take a pretty direct approach and just go to CAVA yourself to showcase exactly how you build your bowl, calling attention to the insane amount of toppings that you get on it — and how that lasts you two whole meals. Alternatively, you might lean into a metaphor or meme to capture that unique, energized feeling that you get after eating a CAVA bowl. Don't feel limited to these thought starters, though, because we want to see variety and see unique takes on how to show CAVA as a singular, unique choice in a world of sameness.
For your pitch, know that we'll ultimately be producing 4 videos, each based on a different concept, and you'll primarily be submitting for a greenlight on just one of those. That said, you're encouraged to submit multiple, distinct concepts - either as a single pitch, or multiple, depending on just how distinct they are from each other - and CAVA is definitely open to selecting one creator to produce multiple videos.
Check out more information in the Background, and for any questions or other project updates, check out the Project Forum.
DELIVERABLES: Up to four creators will each create 1 or more videos.
EXPECTED TIMELINE: HERE
EXPOSURE: We expect content will be used on the platforms below, but if casting talent, be sure they review our required Talent Release before they're cast, as we CANNOT guarantee that usage is limited to these platforms. You should also review our Music providers in the Project Requirements, as well as the platform best practices.
TARGET AUDIENCE:
TONE/FEEL:
EXECUTIONAL MANDATORIES:
ABOUT CAVA & KEY PILLARS: Founded by three friends with Greek roots, CAVA is built on a foundation of Mediterranean hospitality and a passion for incredible, accessible food. While many competitors offer a transactional, freezer-to-fryer experience, CAVA is focused on a full culinary experience delivered with speed and purpose. To help you build your concept, here are the key pillars that set the brand apart:
In order to be considered, include the below materials in your submission. For examples of effective pitches, check out this gallery. All Pitches remain private, even after a Pitch is selected, and Tongal strives to have Pitch selections made by the end of the Evaluation period, but additional time may be required by the Sponsor, depending on any number of factors. Unless specifically requested, there's no need to include a budget with your submission.
The most compelling pitch will be greenlit by the Sponsor, and the responsible creator will then receive an email from Tongal producers detailing next steps. All submitters will also receive an automated email notification that a selection has been announced. To ensure you’re receiving project updates, review your email settings to check that you haven’t unsubscribed.
Creators who’ve been selected will receive funding upon completing the Winner Affidavit and the IP Assignment. Payment of the pitch funds is subject to a payment schedule determined by Tongal, typically included with the project timeline.
PRE-PRODUCTION BIBLE & APPROVALS: Prior to the commencement of actual production, creators MUST prepare a singular pre-production "bible" document with the elements contained below, and that document MUST receive final approval from the Sponsor. We recommend that you use the bible template we provide HERE, or something very similar. The bible can be presented in stages as different elements are ready for review (i.e. it's not expected that storyboards, if required, are ready with your first draft). Apart from the below, you're also welcome to include other key items that you think would be helpful to communicate your plan (e.g. moodboards, lighting, music, shot list, etc.).
Note that there may be multiple rounds of feedback until elements are approved, and if you begin production before you have received final approval, you may need to reshoot or reanimate at your own expense.
For convenience, we've provided some helpful templates that you can consider using for pre-production materials, and they can all be accessed here.
BUILDING YOUR TEAM: Looking for help? Post crew and production opportunities connected to Tongal projects on Backlot. Backlot includes search tools to help you find collaborators and crew by role, skill set, location, and more, for productions of any size and type. Tongal also supports inclusivity in all productions, and strongly encourages you to hire diverse talent for your team. To find additional options for staff & crew in your area, check out these resources and partners.
REVISION REQUIREMENTS & RESOURCES: Once Content has been submitted and the initial Production Phase completed, greenlit creators will enter into Revisions. Creators will perform reasonable edits on their videos according to the Sponsor's feedback. Check out our Filmmaker Resource Portal to access helpful post-production resources like Text-Safe Guides for different platforms, Project File Organization Tutorial, Export Presets, and Captioning services.
MUSIC: If you use music from a library for your content, you MUST use one of Tongal's music providers: Universal Production Music, PrimalHouse, or Slipstream Music. Music from these providers is available to registered Tongal members at no charge solely for their incorporation into submissions to this project, and will not require a Music Release Form. To learn more, click on any of the providers' names above.
If you use original music, you must fill out and submit our Music Release Form. Please ensure your composer reviews and signs this form BEFORE beginning their work.
STOCK FOOTAGE: Tongal has partnered with the stock footage library Storyblocks, which can be used to source video clips, photography, and After Effects templates for your video submission to this project. Video or photo content from Storyblocks is available at no charge, solely for incorporation into submissions on this project, and will not require a separate Release Form. If identifiable people or intellectual property appears in a video clip or photo, you may only utilize assets that are clearly marked “Model released: Yes” or “Property release: Yes” on the clip description pages. You may NOT use any audio.
If you intend to use Storyblocks, inform your Tongal producer, and an account will be created for you to access the library. Once assets are approved for delivery, you must provide a complete list of all Storyblocks content that you used via our template HERE.
ASSET DELIVERY REQUIREMENTS & RESOURCES: You must also provide all project files, editing sequences and a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codec in order to submit final payment. You are responsible for any costs associated with the hard drive and shipping. Tongal also reserves the right to request all raw files associated with the project.
To ensure a smoother delivery, please review the Export Presets, Specifications, and Project File Organization Tutorial in our Filmmaker Resource Portal.