🌱🍅 Seeds of Change “Save The Flavors” 🌱🍅
🏆 2016 Effie Awards Winner — bronze, Movement to Mass - Small Budget Products 🏆
🏆 2016 ADDY AWARDS WINNER — Gold, Ambient MEDIA, Single EVent + Silver, Online/Interactive - Branded Content & Entertainment +
Silver, Internet commercial, single spot, any length 🏆
🏆 2016 Food & Beverage Awards (FAB Awards) WINNER — Gold, Experiential Campaign 🏆
📰 D&AD - “Good” Campaign of the Week 📰
Background: Seeds of Change is an organic seed and food company (owned by Mars, Inc.) which is committed to changing the world from the ground up. They promote healthy eating, support community and school gardens, improve food scarcity, devoting 1% of their net sales toward sustainable organic farming initiatives, and finally…
Objective: Encourage people to plant Seeds of Change seeds for endangered fruit and vegetable varieties.
Idea: Unlike endangered animals, people don’t rally to save endangered fruits and vegetables (even though we’re losing about 100 varieties per year). What if we partnered with celebrity chef Hugh Acheson to announce a tasting menu featuring endangered species and let the public’s imagination run wild...
Earned Media Success
PETA showed up to protest 😂 Twitter went wild 🤬 Then we sent them to the site and dropped truth bombs 🤔+💣+💥+🤯
We put the entire budget against targeting Atlanta Metro but got +85 million impressions nationally with over 200 outlets picking up the story.
SaveTheFlavors.com | Site:
On SaveTheFlavors.com people could learn to:
KNOW IT — See our research findings
GROW IT — Buy seeds & get advice to cultivate a wide variety of edible plants
EAT IT — get recipes that use Seeds of Change rice & grains — because growing, cooking, and eating endangered fruits & veggies is the best way people can help save it
Tufts University Collab
We partnered with their Food Systems Research Institution, and helped develop a Flavor Availability Index — the first and only tracker of people's access to fruits and vegetables (with an emphasis on endangered or rare varieties).
The Team
Agency: BBDO SF
Executive Creative Director: Craig Mangan
Creative Director: Amber Justis
Senior Art Director: Alyssa Collis | Senior Copywriter: Nate Totten
Designer: Nina Golik
SVP/Head of Integrated Production: Louise Doherty
Production Company: B-Reel
Director: Kief Davidson
Production Company (Site/Animation): Royale