ART DIRECTION | CREATIVE DIRECTION | WRITING
Taste the new next.
We launched Lablaw’s Canadian Food Trends that outlined what Canadians would be eating in 2017. The Loblaw 2017 Canadian Food Trends included five themes that would impact Canadian kitchens:
We’re going to focus on one here, The New Conscious Consumer. Canadians were more interested than ever before about where their food came from and how it was grown. In 2017, Canadians were bugging out as they increased consumption of alternative proteins, such as insects and plant-based proteins. Canadians also changed the way they cooked as they looked to reduce food waste through root-to-stem or snout-to-tail cooking. With the environment and sustainability in mind, customers were demanding for responsibly sourced food and information.
Below you will find a snap shot of three different creative approaches for how we went to market at three different times of year talking about sustainable trends.
THE SUCCESS:
As sustainability became a growing concern among Canadians, the product development team began seeking out alternative protein sources, including plant-based proteins and even insects. With a focus on quality and assortment, we introduced a diverse range of products that highlighted the best of Canadian cuisine while catering to the needs of the environmentally-conscious consumer. We elevated the service by providing culinary captains to assist shoppers with tasting anything they desired at any time. Furthermore, our eventing experiences were designed with sustainability in mind and featured exclusive launches and unique, memorable experiences.
WHAT MY TEAM DELIVERED:
- Campaign platforms
- Influencer/Celeb partnership strategy
- Art Direction
- Content and video strategy
- Event structure in partnership with Mosaic
WHAT WE ACHIEVED:
- Unique ways to showcase and talk
about sustainability
- New Partnerships and collaborators
- Sold out events
- Increased awareness around
sustainable food options
- Heightened the level of shopping
consideration and drove trial of
new products