Greenswell is a Richmond-based lettuce brand that needed a revitalized brand voice and accompanying campaign.
Challenge:
As a company, they are incredibly passionate about their product, almost to the point of obsession. After speaking to them for hours about their premium lettuce, their growing process, and the inner workings of the farming technology, we thought to ourselves, 'How can all this incredible information be distilled down for a consumer to understand, or even appreciate?'
But does the consumer care that they use a revolutionary hydroponic system to perfectly time the growing process?
Does the consumer care that the way the facility is built makes pesticide use obsolete?
Does the consumer care about how much moisture content is retained as a result of their growing methods?
No, they don’t.
Insight:
Because the reality is, nobody really cares about lettuce
It's a no-name product, most of us don't look further than the best before date when choosing from the wall of subpar, identical, pesticide dusted products that fill the lettuce aisle.
Opportunity:
But this isn’t the reality for other types of products, so we looked at companies that have cult followings:
Apple’s brand loyalty is king, with over 70% of consumers classifying themselves as “loyal” to the brand
53% of Americans say they prefer Orville Redenbacher popcorn over any other popcorn brand
Nike’s clothes are worn by 63% of all sportswear users in the country because of their unwavering quality
All these companies have one thing in common: They care.
Apple pays people upwards of $150k a year to design the perfect unboxing experience.
Orville Redenbacher himself spent over 20 years creating the perfectly popped product.
Nike’s mission is to “champion continual progress for athletes and sport by taking action to help athletes reach their potential.” and preaches customer-first as a business value.
Just like these brands, Greenswell cares.
So how do we get people to care about lettuce? We don’t.
Instead, we tell them that Greenswell cares enough for them.
So to sell Greenswell products, we needed to sell Greenswell as the brand that knows lettuce.
Strategy:
We’re positioning Greenswell as the masters of lettuce craftsmanship. The experts.
The lettuce nerds you can trust.
Creative idea:
Leave the Lettuce to us.
A campaign that positions Greenswell as the lettuce experts, and reminds consumers that they don’t need to worry about lettuce, because Greenswell has them covered.
The visual language of the OOH and packaging features hundreds of lettuce facts made into a pattern overlaid with Greenswell-related geometric icons. These visuals help hammer home that while Greenswell knows everything there is to know about lettuce, you just need to know that you can leave the lettuce to us.
Logo & Tag
OOH
Updated Package Design
Monument 10k Activation:
At Richmond’s more popular 10k event, Greenswell will introduce their new mascot, Romaine (the lettuce nerd), feature a pop-up salad bar, and place lettuce-related mile markers along the course.
My Role:
Primary and secondary research: (Facility visit, social listening, desk research)
Strategy
Creative brief writing
Presentation story
Team:
Cat Clark (AD)
Maya Kahnke (AD)
Kevin Kelleher (XD)
Amber Bills (CBM)
Luke Strother (CW)