How do you tell the world that you’re the first major food brand on the planet to become carbon neutral? A Superbowl spot.
30s TV: Not Just Little Things
Since the Super Bowl started in the 1960s, the game’s commercials have become almost as anticipated as the game itself. Marketers expend massive energy to try to create clever ads that generate conversation and buzz.
But truly connecting with consumers today – particularly young consumers – requires more than cleverness. It requires authenticity and values-based messaging that help engender trust among generations that are increasingly more socially conscious.
To cut through the typical Superbowl chatter, we chose to whisper instead of shout. Our spot, “Not Just Little Things” or “Pas que de petites choses” acknowledges all the small, but necessary steps we take to make a positive impact and connects them to Maple Leaf Foods significant achievement and their belief that we should all remain determined on other, more substantial efforts.
Awards & Recognition
The Message
Strategy
The Globe & Mail
But truly connecting with consumers today – particularly young consumers – requires more than cleverness. It requires authenticity and values-based messaging that help engender trust among generations that are increasingly more socially conscious.
To cut through the typical Superbowl chatter, we chose to whisper instead of shout. Our spot, “Not Just Little Things” or “Pas que de petites choses” acknowledges all the small, but necessary steps we take to make a positive impact and connects them to Maple Leaf Foods significant achievement and their belief that we should all remain determined on other, more substantial efforts.
Awards & Recognition
The Message
Strategy
The Globe & Mail
Social
To carry our message further, we created a digital campaign that asked Maple Leaf Food’s core consumer to consider why the company made the choice to become carbon neutral, and to remind consumers what is at stake. We chose to use these moments as opportunities to educate instead of finger wave.
