Building a Long-Term Storytelling Asset for Langley Meals on Wheels
Meals on Wheels serves seniors and vulnerable community members by delivering nutritious meals and consistent human connection.
While many people understand the surface of what Meals on Wheels do, fewer understand the full scope of their impact:
Nutrition support
Social connection
Volunteer engagement
Community care infrastructure
They needed a way to communicate that clearly and consistently.
Meals on Wheels was not launching a specific campaign.
They needed something deeper.
Their website lacked a central storytelling asset that:
Clearly articulated their mission
Showcased the breadth of their programs
Reflected the emotional weight of their work
Could serve donors, volunteers, and community partners equally
Without a cohesive brand film, their story was fragmented across pages, posts, and conversations.
The Challenge:
When an organization’s story is unclear:
Donors underestimate the scope of impact
Volunteers fail to see the deeper purpose
Funders struggle to grasp long-term value
The website becomes informational rather than persuasive
For Meals on Wheels, clarity was not cosmetic. It was strategic.
The Stakes:
The Plan
Clarify the Core Narrative
We worked to define:
The emotional heart of the organization
The transformation created for recipients
The role volunteers play in sustaining impact
The broader community benefit beyond food delivery
Honey Mustard Media approached this as a foundational storytelling project.
Capture With Intention
Production focused on:
Authentic interviews with leadership and participants
Cinematic B-roll of meal preparation and delivery
Natural interactions between volunteers and recipients
Visual reinforcement of dignity and connection
The goal was to show the depth of care, not just the logistics of delivery.
Shape for Distribution
From one production cycle, we created:
One long-form brand film
Five short-form cutdowns for digital use
Each asset had a defined role.
The Execution
The Long-Form Brand Film
Designed as an evergreen storytelling asset.
Its purpose:
Serve as the primary film on the organization’s website
Anchor sponsor and funder conversations
Be used in board presentations and community events
Provide a cohesive narrative framework for the organization
This film was not tied to a short-term campaign.
It was built to last.
Ad Cutdown
Each short-form version was created for digital engagement.
Their purpose:
Increase reach across social platforms
Highlight specific program elements
Support volunteer recruitment messaging
Reinforce brand consistency across posts
Instead of producing one isolated video, the project created a modular storytelling system.
Results
Strategic Integration
The long-form film now anchors the organization’s website narrative, replacing static text and increasing engagement time.
Adopted as a core storytelling asset for leadership presentations
Honey Mustard Media approached this as a foundational storytelling project.
Content Leverage
Five short-form edits deployed across social and email outreach, improving message consistency and audience engagement.
Provided consistent messaging across web and social
Organizational Impact
Unified narrative across departments
Clearer articulation of mission and scope
This project established a long-term storytelling foundation rather than a single promotional moment.
Testimonial
Honey Mustard Media helped us share our story in a way that truly reflects our mission and impact. The video they created beautifully captures the connections, compassion, and community behind our work.
They were organized, thoughtful, and easy to collaborate with from start to finish. We highly recommend them to any organization looking to tell their story with authenticity.
-Shannon Woykin Meals on Wheels
Who this is for
This is ideal if you need:
A foundational brand film that becomes the narrative core of your communications
Consistent messaging across web, social, and presentations
Multi-use assets for different audience segments
It may not be ideal if you need:
A single, short-term campaign video
Quick highlight reels only
Ready to build a long-term storytelling asset for your organization?