Cloudy with a Chance of Vegan Meatballs
Strategic background:
In addition to being designed as highly addictive, fast food has some of the best marketing in the world. How are lousy-old fruits and vegetables supposed to compete?
90% of Americans don’t get enough fruits and veggies, but studies reveal that the more you expose people to a certain food, the more they like it over time and subconsciously seek it out.
Additionally, it was discovered that when those around us are eating more vegetables, we tend to eat more too. This works particularly well on social media.
There was once a time when fresh fruits and vegetables were our bread and butter, essential to our survival and wellbeing. Yet, in the face(s) of Grimace, Jack Box, and Cap’n Crunch, whole foods are losing the battle for airtime, exposure, and f(l)avorability.
Client: USDA
Audience: Americans ages 9-29.
Desired behavior change: Increased consumption of fruits and vegetables by increasing their appeal (will not focus on access).
Insight: Fast food relies on the best marketing in the world to create a biological need for their product, but there is yet to be a proper campaign challenging big food with a taste of its own creativity.
Strategic Rally: Make fruits and veggies appeal more strongly to consumers by tapping into our most primal instincts and getting back to our roots.
Execution:
Augmented Reality filter on Snapchat, Instagram: Our target is familiar with the fun and whimsy of hit movie, Cloudy with a Chance of Meatballs. What if we create an AR filter that turns any landscape into a deliciously fruit-tastical experience for the eyes?
Giant OOH Fruits and Veggies: Just like in the movie, let’s bring the essence of that same AR idea to life with giant sculptures of fruits, veggies, and vegetarian dishes artfully scattered across popular public spaces. The installation will be accompanied by OOH signage detailing the tagline and CTA.
