Earth Balance® Products can be used in a wide variety of recipes, satisfying the concious comfort food cravings of intentional foodies. VOCO’s challenge was to bring their products to life, spread the plant-made message and celebrate the harvest with loved ones, as food is meant to be shared.
The Earth Balance® and VOCO teams sat down to brainstorm and a harvest party came to mind immediately. We wanted to collaborate with local Boulder, CO companies to indulge in a variety of plant-made cuisine and celebrate the season of abundance. Once this idea was born, the rest of the pieces fell into place quickly with applications across digital, trade, PR, and print.
The resulting campaign included:
- Documentary called “Bring in the Bounty” used online and at a tradeshow
- Printed cookbook with the full set of recipes from the harvest gathering
- Interactive e-book version of the cookbook
- PR event in New York City at Candle 79
- iPad Mini preloaded with the Bring in the Bounty interactive cookbook sweepstakes
- Targeted digital ad program promoting Earth Balance® in Kroger stores to encourage consumers to pick up Earth Balance® in store
- Full social (Facebook, Instagram, Pinterest, Twitter) campaigns to promote the recipes and sweepstakes
The Bring in the Bounty recipe book will be an online and *limited print edition* recipe book featuring 11 recipes from our ‘Bring in the Bounty’ Farm to Table dining experience. This recipe book will feature local, seasonal and organic ingredients, presenting a cohesive and highly culinary menu perfectly suited to please any palate while delighting the most emboldened foodie.
Words to describe this project:
Engaging, Visual, Enticing, Seasonal, Communal, Culinary