Julie's Biscuits slows things down with 'Single’s kitchen' mini-series

Julie's Biscuits is tapping into a quieter, more reflective side of digital storytelling with its latest social content campaign, "Single’s kitchen – Apartment 005". Launched exclusively on Instagram and Facebook, the five-episode short series takes a slower, more emotional approach to brand-building, by steering away from overt persuasion and instead leaning into the warmth of everyday rituals.

The series centres on Jo, a 30-year-old office worker who returns each evening to the calm of his apartment, where cooking becomes a grounding act of self-care. Guided by memory and mood rather than recipes, Jo’s nightly routine turns simple ingredients, including Julie’s Biscuits, into thoughtful expressions of comfort and creativity. The series positions the biscuit not just as a snack, but as a versatile, nostalgic kitchen companion woven into the rhythm of home life.

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Released weekly throughout November 2025, the campaign seeks to connect with urban singles aged 25 to 40 who resonate with slower living, introspection, and aesthetics-led content. Rather than chasing virality, it focuses on emotional resonance and storytelling that lingers beyond the scroll.

The brand shared that the intention was to create something that feels real and grounded amid today’s fast-paced digital landscape. It wanted to highlight the subtle rituals that shape modern single living, and the beauty in everyday simplicity.

“In a time when most digital content competes for attention rather than connection, we wanted to slow down and tell a story that feels real. One that reflects the quiet rituals that define modern life," Tzy Horng Sai, Director of Julie’s Biscuits told A+M. "'Single’s kitchen' represents our belief that storytelling and emotional truth are still the most powerful ingredients in brand communication."

"Single’s kitchen – Apartment 005" continues Julie’s broader move into culturally attuned, soft-sell content. Prioritising mood, meaning, and lived experience over direct calls to action. Through this, the brand hopes to foster a deeper emotional relationship with audiences, built one quiet moment at a time.

The last time Julie’s Biscuits tapped into recipe-driven social content was in 2024, when it collaborated with MONIN on a series showcasing beverage creations. From brown butter lattes to blended mango and berry cheesy frappes.

More recently, the brand has been focusing on engaging millennials, as seen in its October social video for Oat 25, which encouraged viewers to “Take 25 and unwind for the day.” Julie’s Biscuits also shared a series of lo-fi videos for the Oat 25 line, featuring calming beats and illustrated scenes: a cat perched on a desk surrounded by plants, a cozy café, and a vinyl player with iced coffee, evoking the lo-fi YouTube music playlists that resonate strongly with this generation.

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