PETE'S PLANNER · DEMO

Hey Peter — this is what a real week of content can feel like.

One clear idea at a time. A short script, four shots, and one reason for people to stop, watch, and come in.

01 · Built around the menu people can order today.
02 · Made to film on an iPhone in one calm window.
03 · Easy for you or a staff member to deliver.
Swipe or tap to start →
PETE'S CLAM STOP~25s · 4 SHOTS

DAY 1 · FRIDAY, JULY 24

HOOK · 0–4s

Fried clams began with a joke in 1916.

The couple wrote the date on the back of their wedding certificate.

SCRIPT · 8–22s

On July 3, 1916, a fisherman in Essex joked that Lawrence “Chubby” Woodman should fry the clams at his stand. Chubby and Bessie tried it. The Woodman family says they marked the moment on their marriage certificate: “We fried the first fried clam — in the town of Essex.”

SHOT LIST

  1. 1Raw clams, tight and quiet.
  2. 2Drop into hot oil; hold the sizzle.
  3. 3Golden basket lift.
  4. 4Finished tray with steam.
CTA

“Fried clams: strips or whole bellies? Pick your side.”

WILLIAMS CANDY~22s · 4 SHOTS

DAY 1 · FRIDAY, JULY 24

HOOK · 0–3s

This counter can answer every kind of sweet tooth.

Apple, chocolate, popcorn, or something you can spin around your head.

SCRIPT · 7–19s

Start with the four candy-apple directions: red candy, jelly, caramel, or chocolate-covered. Then cut to cotton candy, caramel popcorn, and candy by the pound. The goal is simple: make people pick a favorite before the video ends.

SHOT LIST

  1. 1Wide pan across the counter.
  2. 2Red candy apple close-up.
  3. 3Cotton candy spinning.
  4. 4One hand makes the first pick.
CTA

“You get one first pick. What is it?”

PETE'S CLAM STOP~23s · 4 SHOTS

DAY 2 · SATURDAY, JULY 25

HOOK · 0–3s

You do not need to be a seafood expert to order well.

Start with one question: cold and briny, or hot and crispy?

SCRIPT · 7–20s

If you want cold, lemony, and straight from the raw bar, start with clams or oysters. If you want a hot first bite with crunch, go fried clams, calamari, or jumbo shrimp. Give people the choice without making them feel like they asked a bad question.

SHOT LIST

  1. 1Raw clams and oysters on ice.
  2. 2Lemon and cocktail sauce.
  3. 3Fried seafood coming out golden.
  4. 4Point between both trays.
CTA

“Cold and briny, or hot and crispy?”

WILLIAMS CANDY~24s · 4 SHOTS

DAY 2 · SATURDAY, JULY 25

HOOK · 0–3s

A dentist helped turn sugar into a carnival icon.

At the 1904 World’s Fair, it was called Fairy Floss.

SCRIPT · 7–21s

William Morrison, a dentist, and confectioner John C. Wharton developed an electric spinning machine in the 1890s. At the 1904 St. Louis World’s Fair, they sold Fairy Floss for 25 cents a box — 68,655 boxes in all. The facts are fun, but the movement earns the watch.

SHOT LIST

  1. 1Machine barrel spinning.
  2. 2First sugar threads.
  3. 3Cloud building on the stick.
  4. 4Finished cotton candy to camera.
CTA

“Fairy Floss or cotton candy — which name wins?”

PETE'S CLAM STOP~22s · 4 SHOTS

DAY 3 · SUNDAY, JULY 26

HOOK · 0–3s

Pete’s is not just a seafood stop.

The menu can go from raw bar to kebab to pizza in one order.

SCRIPT · 6–19s

Start with pork or chicken shish kebab. Then cut to the New York hot dog and a pizza slice. End on the raw bar. The message is simple: a group does not have to agree on one kind of food before they stop at Pete’s.

SHOT LIST

  1. 1Skewer on the grill.
  2. 2New York hot dog.
  3. 3Pizza slice pull.
  4. 4Raw bar finish.
CTA

“Clams, kebab, hot dog, or pizza — what are you ordering?”

WILLIAMS CANDY~22s · 4 SHOTS

DAY 3 · SUNDAY, JULY 26

HOOK · 0–3s

Four candy apples. Four completely different moods.

Red candy, jelly, caramel, or chocolate-covered.

SCRIPT · 7–19s

Give each apple one clean close-up and one word: classic, fruity, buttery, chocolate. The audience should pick a favorite before the fourth reveal — then the person on camera says which one they would take home.

SHOT LIST

  1. 1Red apple under direct light.
  2. 2Jelly apple reveal.
  3. 3Caramel pull.
  4. 4Chocolate-covered finish.
CTA

“Which apple disappears first?”

PETE'S CLAM STOP~24s · 4 SHOTS

DAY 4 · MONDAY, JULY 27

HOOK · 0–4s

One clam. Three very different ways to order it.

Cold and briny. Baked and savory. Fried and crispy.

SCRIPT · 8–21s

At Pete’s, clams can start raw on the half shell, arrive baked with breadcrumbs, or come out of the fryer. Shoot the three textures back to back. That gives a first-time guest a reason to save the video — and a regular a reason to argue in the comments.

SHOT LIST

  1. 1Raw clam on ice.
  2. 2Baked clam close-up.
  3. 3Fried clams in the basket.
  4. 4Three orders side by side.
CTA

“Raw, baked, or fried — how are you ordering clams?”

WILLIAMS CANDY~22s · 4 SHOTS

DAY 4 · MONDAY, JULY 27

HOOK · 0–3s

Pistachio or banana? Williams makes you choose.

Vanilla and chocolate are not the only options here.

SCRIPT · 7–19s

Williams lists vanilla, chocolate, pistachio, and banana, plus a two-flavor swirl and a chocolate-dipped cone. Film the pull from the machine, a close-up of each color, then let the person on camera make one confident pick.

SHOT LIST

  1. 1Machine pull.
  2. 2Pistachio close-up.
  3. 3Banana close-up.
  4. 4Chocolate-dipped cone.
CTA

“Pistachio or banana? You only get one first scoop.”

PETE'S CLAM STOP~23s · 4 SHOTS

DAY 5 · TUESDAY, JULY 28

HOOK · 0–3s

A boardwalk order can satisfy three cravings at once.

Seafood for one person. Fries for another. A hot dog for the third.

SCRIPT · 7–20s

Show a tray coming together from the first item to the last. Start with fried clams or calamari, add jumbo shrimp, cut to fries, then finish with a New York hot dog or slice. It tells groups exactly why Pete’s is an easy stop when nobody wants the same thing.

SHOT LIST

  1. 1Fried clams or calamari.
  2. 2Jumbo shrimp.
  3. 3Fries landing in the tray.
  4. 4Hot dog or slice finish.
CTA

“What has to be on your boardwalk tray?”

WILLIAMS CANDY~20s · 4 SHOTS

DAY 5 · TUESDAY, JULY 28

HOOK · 0–3s

The best candy video is usually the simplest one.

One close-up. One sound. One satisfying reveal.

SCRIPT · 6–18s

This post is about texture: the glossy apple, a slow cut through chocolate, popcorn falling into a bag, a bright candy scoop. Let the shop sound do the work. A short caption can ask viewers which texture they would choose first.

SHOT LIST

  1. 1Glossy apple close-up.
  2. 2Slow chocolate break.
  3. 3Popcorn falling into a bag.
  4. 4Candy scoop in color.
CTA

“Crunch, chew, or melt — what are you picking?”

PETE'S CLAM STOP~20s · 4 SHOTS

DAY 6 · WEDNESDAY, JULY 29

HOOK · 0–3s

Jumbo fried shrimp: the close-up that makes the order easy.

Show the crunch first. Explain the order second.

SCRIPT · 6–18s

Open on the fryer basket, then the shrimp coming out golden, then the finished order. The person on camera gives one plain-language recommendation: “If you want a hot, crispy seafood order, start here.” It is direct, honest, and tied to a current Pete’s menu item.

SHOT LIST

  1. 1Basket lift.
  2. 2Golden shrimp close-up.
  3. 3Sauce and lemon.
  4. 4Finished order.
CTA

“Shrimp, calamari, or fried clams?”

WILLIAMS CANDY~20s · 4 SHOTS

DAY 6 · WEDNESDAY, JULY 29

HOOK · 0–3s

A treat can be the whole plan, not just the ending.

A candy apple, soft serve, or cotton candy is enough of a reason to stop.

SCRIPT · 6–18s

Build this around a small family moment: one person chooses a candy apple, another gets soft serve, and someone else leaves with cotton candy or popcorn. The person behind the counter simply asks, “What are you taking on the walk?”

SHOT LIST

  1. 1Candy apple pick.
  2. 2Soft-serve swirl.
  3. 3Cotton candy lift.
  4. 4Friends walking out.
CTA

“What is your walk-around treat?”

PETE'S CLAM STOP~22s · 4 SHOTS

DAY 7 · THURSDAY, JULY 30

HOOK · 0–3s

The best oyster advice is for the person trying one for the first time.

Cold. Fresh. A little lemon. No performance required.

SCRIPT · 6–19s

Make the raw bar feel welcoming, not intimidating. Show an oyster on ice, lemon, cocktail sauce, and a staff member demonstrating the simple first bite. “If it is your first time, there is no wrong way to enjoy it — just start fresh and take your time.”

SHOT LIST

  1. 1Oyster tray on ice.
  2. 2Lemon squeeze.
  3. 3Cocktail sauce detail.
  4. 4Simple first bite.
CTA

“First oyster: lemon, cocktail sauce, or both?”

WILLIAMS CANDY~20s · 4 SHOTS

DAY 7 · THURSDAY, JULY 30

HOOK · 0–3s

The camera should leave with the same thing the customer does: a favorite.

One bright item. One quick recommendation. One easy reason to visit.

SCRIPT · 6–18s

Give one person an item they honestly like — a red candy apple, a chocolate-covered apple, a scoop, a whirly pop, or a mixed candy bag. They say their pick in one sentence, then invite the audience to name theirs.

SHOT LIST

  1. 1Staff member chooses.
  2. 2Favorite item close-up.
  3. 3One sentence to camera.
  4. 4Counter-wide goodbye.
CTA

“What is your Williams favorite?”

THE ROADMAPAUG–DEC 2026

The current week is the example. Here is the rest of the year.

A simple rhythm keeps ideas seasonal while leaving room for real moments in the shops.

AUGUSTSummer rush, boardwalk orders, staff favorites.
SEPTEMBERNeighborhood routines and familiar faces.
OCTOBERCandy apples, Halloween, comfort-food close-ups.
NOVEMBERFamily traditions and people behind the counter.
DECEMBERGiftable treats, holiday visits, year-end favorites.
2027FULL-YEAR RHYTHM

A plan with enough structure to stay consistent.

A dependable mix of menu, people, process, and seasonal moments — not the same post every week.

JAN–MARComfort food, traditions, winter routines.
APR–JUNSpring energy, staff stories, summer setup.
JUL–SEPPeak season, boardwalk, favorites, reactions.
OCT–DECHalloween, gifts, holidays, year in review.
MORE VOICES, MORE IDEAS

The best content gets easier when more people are comfortable appearing.

The next step is simply to ask for volunteers. No one is assumed or assigned.

1Invite people who are comfortable being on camera.
2Ask for one or two short videos per week in a calm window.
3Give them the idea, script, and shot list before filming starts.
SIMPLE ASK FOR THE TEAM

“Would you be comfortable appearing in one or two short videos a week? We provide the idea and shots — you bring your personality.”