Get Salad Lovers to Change Their Routine
Earthbound Farm Organic was preparing to launch their new Chopped Salad Kit product line and needed a communication strategy that resonated with the organic shopper. Our target audience believed food should be simple and enjoys eating healthy, but they don’t have the time, skills or knowledge to vary their current salad repertoire. We had to find a way to make Salad Kits an easy addition to their routine.
Inspire the Potential
Because this shopper may have a limited list of go-to recipes for meal time due to time restrictions or limited cooking experience, we knew we needed to create a campaign that would speak to the potential of what you can do with packaged produce and how simple it is to eat healthy when you have the help and inspiration of Earthbound Farm.
Salads Made Simple
We created a campaign that spoke to the simplicity that Chopped Salad Kits offered the consumer. By highlighting the ease of Salad Kits, we simply inspire shoppers to try a new way to eat healthy — something they already like to do. To support this idea, we shot and produced lifestyle-inspired custom photography to help boost taste appeal. We also created a style guide to inspire and direct creative efforts of Earthbound Farm’s internal teams to further the Chopped Salad Kits marketing efforts.