When Life Gets You Down, These Veggies Can Pump You Back Up
It’s one of those days when you accidentally hit reply all. Or find out you’re a meme, or forget to clear your browser history. Oof!
At least there are some fortifying veggies available to you, with no trace of chemicals or regret, according to a new campaign from Bowery Farming. The leafy greens and herbs may not be able to solve your problems, but they’re a better choice than some you’ve made lately, the cheeky ads say.
“Feel Good Greens,” from Boston-based independent agency Colossus, aims to introduce consumers in the Northeast—New York, New Jersey and Connecticut, specifically—and several mid-Atlantic states to the tech-enabled vertical farming startup.
The environmentally-friendly growing method is “still a relatively new concept to many consumers,” Travis Robertson, executive creative director at Colossus, said. The ads are intended to “change the way we think about agriculture and reimagine what a flavorful future tastes like, all with a sense of humor.”
Colossus, Bowery Farming
Going green
The work contrasts life’s small, and not so small, pitfalls and letdowns—your mother calls your sister “the pretty one,” nobody trusts you to hold their baby—with the upside of eating pesticide-free, non-GMO, sustainably grown products.
The eye-catching visuals are based on the work of French artist Laurène Boglio, who partnered with Colossus for the campaign that uses the tagline, “If nothing else, feel good about your greens.”
Colossus, Bowery Farming
“We believe that in order to feed the future, farming needs to aim higher and more people need to feel good about what they eat,” Katie Seawell, chief commercial officer at Bowery Farming, said in a statement. She noted that the ads highlight “our mission and mentality that there’s always something to smile about when it comes to our produce.”
Colossus, Bowery Farming
Along with a series of 15-second spots, there are print, digital, social and out-of-home ads, including live video boards and guerrilla postings running through March. In New York, there’s a massive takeover of the Broadway-Lafayette Street subway station with 150 media placements.
Bowery Farming, headquartered in New York, is sold via ecommerce and 800 grocery stores including Amazon Fresh, Whole Foods, Albertsons and Walmart. The company has raised nearly $500 million in funding since its 2015 launch from investors that include renowned chefs Tom Colicchio and Jose Andres.