Agency: Schifino Lee Advertising + Branding
Client: Sweetwater Organic Farm
Although the market for organic food products already is strong, Schifino Lee Advertising + Branding sought to connect that particular consumer market with community-supported agriculture through its client, Sweetwater Organic Farm.
Unlike the shopping experience, Sweetwater is more about sweat equity than cash. Customers become members, supporting the local farm and its educational programs. They even get their hands dirty. In return, they get farm-fresh organic vegetables straight from the local Sweetwater field.
The campaign was to show that all organic food is not created equally, says Ben Lee, principal with the firm, which has done branding work for the Business Observer. That meant highlighting the fact customers still don't know exactly where their organic-labeled food may have originated.
“As Sweetwater customers now know, the vegetables they picked up today for their dinner tables might actually have been picked that very same day at Sweetwater Organic Farm,” Lee says.
The display ads feature farm products such as tomatoes, carrots and eggplants. The hand-drawn messages are about store-bought vegetables, and how long-distance transportation can affect quality.
The tag for the campaign is designed to replace “organic” with “ourganic.”
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More work from Schifino Lee Advertising + Branding's Sweetwater Organic Farm campaign: