Welcome to the Earthware family
We're so happy you're here. We started Earthware to make everyday swaps feel simple and beautiful, and creators like you are the best way to show that. This brief walks you through the look, what to send us and a few things to avoid, so your content is ready to share from day one.
Our standard: every video and photo you send should be strong enough to run as an Earthware ad.
Low-tox kitchen essentials
We make swapping out plastic in the kitchen feel simple, stylish and achievable, one everyday swap at a time. We share our creators' work across our socials, website, emails and paid ads, and content that misses the brief often can't be used, so please read it in full before you start filming.
Materials you can feel good about
Glass, food-grade silicone, stainless steel and natural acacia and bamboo, made for food storage, lunches, cooking and cleaning at home.
Style meets function
Pieces designed to slot straight into your everyday routine and look good on the bench, in the pantry and in the lunchbox.
Made to last, built for life
Durable products you'll reach for every day for years, which means fewer replacements and less waste.
You don't need to be a sustainability expert. Whether you share meal prep, family life, home organising, small-space living or life on the road, just speak honestly about making better everyday choices.
Your kitchen on its best day
Think bright, natural and calm. Light-filled benches, fresh food and tidy shelves that still feel lived in. Never studio-staged, never cluttered.
Soft daylight from a window, ideally morning or mid-afternoon. Face the light rather than filming with it behind you.Dim or yellow-lit footage can't be matched to our feed or ads.
A clear bench, open pantry, fridge shelf or dining table, with 1 to 3 natural props like fresh herbs, a timber board or a linen tea towel. Fill jars and containers with real, colourful food.Whites, stone, timber and soft greens let the food bring the colour. Empty containers look like a product listing.
The star of the show. Logo or label facing the camera, glass sparkling clean, no fingerprints or water spots.If the logo isn't visible, we can't use the clip as an ad.
In frame, hands and face. Relaxed and genuine, with real routines and natural conversation.Our audience connects with real people, and scrolls straight past anything that feels like an ad.
Vertical 9:16, 4K or 1080p, rear camera, lens wiped, steady. A tripod or a propped-up phone works perfectly.Crisp, steady footage cuts cleanly into ads.
Five ways to nail it
Five videos from our creator partners. Each one takes a different approach, and each one gets the look right. Press play.
Glass Pantry Jars
- Starts with the unboxing. The Earthware boxes face the camera before anything else happens.
- Rice and flour pour straight from the packet into each jar, filmed up close.
- Ends on the after. Full jars lined up on the shelf, held steady.
Bamboo Cereal Dispensers
- The pour, up close. Oats and cereal tumble in slowly, in soft daylight.
- The full dispensers then slot onto the shelf next to the glass jars.
- Part of a series. It's "part two" of her pantry organisation, which keeps her followers coming back for more.
Glass Food Storage
- A hook that sets the scene. Sunday prep, done in under 45 minutes.
- Every step is on camera, from chopping and the air fryer through to filling the containers.
- Real use, not a demo. The containers go into the fridge, then the dishwasher.
Glass Food Storage
- A promise up front. She opens with simple ways to make your food last longer, so you want to stay to the end.
- She talks straight to camera like she's chatting to a friend, never reading from a script.
- Product in hand. She holds the container up while she explains why it works.
Storage Canisters
- Sweet potatoes go straight from the market bag into the canister.
- The lid moment. A close-up of the bamboo lid going on, with the logo facing out.
- Woven into her day. Next to the coffee machine, wiping the benches, in a calm and tidy kitchen.
Formats our audience loves
These do best on our Instagram. Pick one, or blend two, as the backbone of your video.
Real food, real prep
Our jars in the middle of a real recipe or snack prep for the family. Pour, scoop, bake, and keep it relaxed.
Small-space organising
Making the most of a tiny kitchen, a rental or a caravan. Show how our pieces tuck in and keep everything fresh.
Pantry and fridge reset
Before and after. Decant, stack, line up the lids and finish on a calm, tidy shelf.
The plastic swap
Your old cling wrap, zip bags or plastic tubs next to their Earthware replacement. Calm, never preachy.
Satisfying close-ups
A lid clicking shut, oats pouring, a bamboo lid lifting. Slow, crisp and softly lit.
What we'll ask you for
Unless we've agreed on something different by email, each content collaboration includes 2 edited videos and 3 photos. If you can, we'd also love clean versions of your videos and a handful of raw clips.
| Deliverable | Specs | Good to know |
|---|---|---|
| 2 x edited videos | Vertical 9:16, 1080x1920 minimum, 30 to 60 seconds | Give each video its own angle or hook. The shot list has ideas. Trending audio is great for your own post. |
| 3 x photos | Portrait 4:5 or 9:16, full resolution, no filters | 1 product hero shot, 1 of you with the product, and 1 in-use or lifestyle moment. These work beautifully together as a carousel post. |
| Clean versionsIf you can | The same edits with no captions, text, stickers or music | We add our own text and music for ads. Licensed tracks and trending audio can't be used in ads, so these need no music at all. |
| Raw clipsIf you can | About 5 unedited clips, 3 to 5 seconds each | Usually just the clips you've already filmed for your edit. Hold each shot steady for at least 3 seconds, especially the hero shot and the pour. |
How to send
Share original files via a Google Drive or WeTransfer link to collabs@earthware.co. Screen recordings and downloads from Instagram lose quality.
Timing and approval
Send us your draft before posting. We'd love to see it within 2 weeks of your product arriving, but if you need a little longer, just let us know. We'll review it within 48 hours, with up to 2 rounds of tweaks included.
Posting
Go live once we've given you the green light.
Once you're live
Your code
If you're an affiliate, add your discount code to your caption so your followers can use it at checkout. Please don't share it on coupon or deal websites.
Your link
Pop your affiliate link in your bio or on a Stories link sticker. It applies your code automatically. Please keep your code and link out of the clean versions.
After you post
Send us the live link, keep the post up for at least 3 months, and share your Story insights if we ask.
The shots we need
Get as many of these as suit your product. They're the building blocks of your videos and our ads.
The unboxing
Box held up to camera, logo facing out, then the product lifted out.
The hero shot
The product on its own on a styled bench, logo to camera, held steady for 5 seconds.
The fill
Food going in, close up: oats poured into a jar, leftovers spooned in, a lunchbox packed.
The lid moment
The lid clicking or sealing shut, a latch closing, a bamboo top lifting off.
The stack
Containers stacked on the bench, slid onto a fridge shelf or lined up in the pantry.
The routine
Earthware in your day: breakfast, school lunches, cooking dinner, packing for a trip.
You and the product
A wider shot of you and Earthware together in your space.
Ideas by product
- Glass storage & pantry jars: Decanting dry goods, a pantry before and after, meal prep stacked in the fridge.
- Silicone lunchware & bags: Packing school or work lunches, snacks for the car, bags in the freezer.
- Bottles: Filling up in the morning, tucked in a tote or gym bag, ice still clinking at the end of the day.
- Acacia boards & utensils: Chopping on the board, stirring a pot, a grazing platter set out for friends.
- Bins, canisters & tins: Bread into the bin, produce into the tins, scraps into the compost bin.
- Cleaning refills: A refill going into the bottle, wiping down the bench, the bottle back on the shelf.
The first 2 seconds
That's how long you have before someone decides to keep watching. Try one of these, put your own spin on it, or bring your own idea.
Before you film
Anything in the right-hand column usually means we can't use the footage.
Do this
- Film in daylight, facing a window
- Fill jars and containers with real food
- Keep the Earthware logo or label facing the camera
- Show yourself using the product for real
- Speak naturally, in your own words
- Use your own photos and footage
Skip that
- Yellow downlights, or a window behind you
- Clutter, cords or other kitchen brands in shot
- Talking to camera with the product off to the side
- Reading a script word for word or sounding like an ad
- Beauty filters, heavy presets or overly staged styling
- AI-generated or AI-enhanced images or footage
Talking about Earthware
Your own experience is always the best part: how it looks, how it fits your routine, and using less single-use plastic are great places to start. When you talk about what our products are made of or what they do, please stick to the wording on that product's page on our website.
Ideas to get you started
Put these in your own words. They're a starting point, not a script.
Convenience- "Meal prep's done for the week, and it all goes straight in the fridge."
- "Cook it, store it, reheat it, all in the same dish."
- "Everything's at eye level now, so I'm not digging through the pantry."
- "Packing lunches takes five minutes now."
- "One less thing to think about on a busy morning."
- "Swapped the plastic tubs for glass. That was the whole swap."
- "Small low-tox swaps that actually fit into real life."
- "I wanted fewer plastics in the kitchen, and this made it easy."
- "They look so good I leave them out on the bench."
- "My pantry finally looks the way I always wanted it to."
- "Honestly the prettiest thing in my kitchen."
- "Pretty enough to leave out, practical enough to use every day."
- "Low-tox, looks gorgeous on the bench, and actually makes my week easier."
- "Better for the kitchen, easier on my mornings, and it looks good doing it."
- "The swap that made my kitchen calmer, prettier and a lot more organised."
We'd steer away from
- "This will improve your health"
- "This is 100% non-toxic"
- "This is the healthiest option"
- "This removes all toxins" or "detoxes your home"
- "This is guaranteed to save the planet"
- Comparisons with, or criticism of, other named brands
- Saying plastic is poisoning you or your family
- "Plastic-free", "zero waste" or "recyclable"
- "Eco" or "sustainable" without saying why
- "#1", "best" or "most trusted"
Glass storage and pantry jars
"Made from borosilicate glass and silicone", "Oven, microwave, fridge and freezer safe" (glass containers only) and "Made without BPA".
Silicone lunchware and bags
"Made from 100% food-grade silicone", "Flexible and lightweight" and "Easy to clean and reuse".
Insulated bottles
"Keeps drinks hot or cold for 12 to 24 hours".
Water filters and cleaning refills
These have their own specific wording, so please check in with us first and we'll share lines you can use.
Not sure about a line? Please ask us before you post. We're always happy to help.
The fine print
Disclosure
Whether you're gifted, paid or earning commission, it's a partnership. Put #ad or "Advertisement" at the very start of your caption or video, not hidden among hashtags, and switch on the platform's paid partnership label. You're welcome to add "gifted by @earthwarehq" too.
Tagging
Tag us and add #earthware to every post.
Our name
It's Earthware: one word, capital E. Not Earth Ware or EarthWare.
Our logo
Please don't add our logo, or stickers of it, to your photos or edits. The logo on the product is all we need.
Using your content
You own your content, and you give us a worldwide, royalty-free licence to use it with no time limit: on our website, socials, emails, marketplaces and in paid ads. That includes editing, cropping and combining it, and using your name, handle and likeness as they appear in it. Any ads using your content run from the Earthware account, and we'll tag you in them. Please only include people who are happy to be featured.
Changes
If we ask you to change or remove something, please do so within 48 hours. If it's already live, that means editing or deleting the post.
Our agreement
By collaborating with us, you confirm you've read this brief. If you're an affiliate, our Affiliate Agreement also applies, and this brief forms part of it.
Before you send
A quick last check. If anything's unticked, a quick re-shoot of that part makes all the difference.
We can't wait to see what you make
If you have any questions or ideas, or want to check something before you post, just email us. We'd love to hear from you.
