Challenge
Defined by a vibrant pink hue, a brow-raising name, a deep commitment to the environment and the people they employ, and a taste that was almost too delicious, Harmless Harvest came to us with perhaps the best problem any product can have: they were so good, people thought they were hiding something. In today’s increasingly suspicious world, it was hard to blame them. So rather than deny what their consumers felt, our strategy team leaned in, with a self-aware rallying cry that didn’t hide from people’s skepticism but acknowledged it.
Solution
A creative campaign reassuring people that while their skepticism was fair, Harmless Harvest was just that good. With a sharp, unique perspective, an elevated aesthetic, and an efficient and targeted media spend across streaming services, audio, and social, the brand saw real results.
Results
Store Locator site visits shot up 980% during the three-month campaign, and Harmless Harvest’s share of voice on social media grew from under 1% to over 20%, with purchase intent at 3.5 times the industry average.
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