Who Decides Where Your Food Comes From|短视频|广告营销案例【ADGuider广告指南】

谁来决定你的食物来自哪里

案例简介：Humanaut 为客户有机谷发起了一场整合营销活动，这是一个由 2000 多名生产牛奶、鸡蛋、奶酪和黄油的家庭农民组成的全有机合作社。该活动旨在在食品和饮料行业日益泛滥的绿色清洗和令人困惑的健康声明中建立该品牌的知名度。新的活动呼吁竞争如何利用阳光般的营销形象和模糊的行话来掩盖不太理想的农业实践。这些广告在工业农业实践和有机谷食品的制作方式之间形成了鲜明的对比，在小型家庭农场，没有使用有毒化学物质、激素、转基因生物或抗生素。 Humanaut 之前为有机谷所做的工作，包括至少几个病毒式的成功，一直专注于推广特定的产品，如乳制品合作社的蛋白质饮料，一半和一半, 还有黄油。“说我们疯了，但它在工作” 的目标是越来越多的人关心他们的食物来自哪里以及如何制作。在一个地方，为了证明他们的奶牛 (与大多数奶牛相比) 有足够的空间在绿色的牧场上漫游, 他们把可穿戴的健身追踪器放在上面，以监控他们每天走多少步。另一个地方讲述了一个疯狂的起源故事，当一群有机农民决定创办一家公司并雇佣一名农民作为他们的首席执行官时，会发生什么。该合作社已有近 30 年历史，去年的收入达到了十亿美元。(不管他们在做什么，它都在工作。)

谁来决定你的食物来自哪里

案例简介：Humanaut launched an integrated marketing campaign for client Organic Valley, an all-organic cooperative of more than 2000 family farmers producing milk, eggs, cheese, and butter. The campaign aims to build the brand's awareness amid a growing flood of greenwashing and confusing health claims in the food and beverage industry. The new campaign calls out how the competition uses sunny marketing images and vague jargon to cover up for less-than-ideal farming practices. The ads make a sharp contrast between industrial farming practices and the way Organic Valley food is made, on small family farms, without the use of toxic chemicals, hormones, GMOs or antibiotics. Humanaut's previous work for Organic Valley, which included at least a couple viral successes, has been focused on promoting specific products, such as the dairy co-op’s protein drinks, half & half, and butter. “Call Us Crazy, But It's Working” target the growing population of people who care about where their food comes from and how it's made. In one spot, to prove that their cows (in contrast with most dairy cows) have plenty of room to roam in green pastures, they put wearable fitness trackers on them to monitor how many steps they take each day. Another spot tells the crazy origin story of what happens when a bunch of organic farmers decide to start a company and hire a farmer as their CEO. The cooperative is almost 30 years old, and last year posted a billion dollars in revenue. (Whatever they're doing, it's working.)