To create a continuity program that would generate new email subscriptions and cut through the clutter of Christmas time commercialism by offering potential customers a new way to connect with Earth Balance in a meaningful way.
The holidays can be a stressful time for plant-based eaters with a lot of family traditions rooted in recipes that are filled with heavy cream and butter, so we created 12 perfectly plant-made cookie recipes and delivered them directly to consumers email inboxes to make it easier.
Deep strategy and planning in collaboration with the sales and marketing teams, full digital, print, social, execution for a cohesive message hitting the target from many different angles. Not to mention 12 totally terrific cookie recipes and a team to bakers of bake them for our photoshoot!
This Campaign won 2 Communicator Awards of Distinction in the Marketing Effectiveness and Integrated Campaign Categories! A great honor and a true testament to the interconnected efforts of our team.
The Communicator Awards is the leading international creative awards program honoring creative excellence for communication professionals. Founded over two decades ago, The Communicator Awards is an annual competition honoring the best in advertising, corporate communications, public relations and identity work for print, video, interactive and audio. The 2017 Communicator Awards received over 6000 entries from ad agencies, interactive agencies, production firms, in-house creative professionals, graphic designers, design firms, and public relations firms.
From the beginning Earth Balance® consumers had a vested interest in the brand as it offered freedom to eat as they did before entering into either dietary or lifestyle changes. The challenge coming into working with the Earth Balance® consumer is that they are very savvy and keen because they need to be. In the beginning, options for the vegan, vegetarian, dairy-free, cruelty-free person were very slim, and butter being a foundational ingredient was necessary. Earth Balance® has a history of answering pain points of the consumer in a way that comforts, is mindful, and is always pushing.
VOCO has had the privilege over the last three years to come alongside and grow with Earth Balance® and their consumer. Our relationship has evolved from only helping with social media & blog content on very slender budgets to pushing into strategy and a deep full-service agency support from ad buys, email, video, print, full-scale digital. We are truly partners with the Earth Balance® team and have a very strong desire to help “change the way America eats.”
The evolution of our engagement with Earth Balance®, in part, was a result of the changing landscape of the advertising industry as a whole. Digital changes every week, the rules are always shifting, and where people consume their information is in a constant state of flux. VOCO is always on the front end of that change, knowing when to shift strategy, and when to hold tight, knowing which bandwagon to jump on and where to lend our support. As a result, when supporting new product launches, we have the ability to send consumers into the store, occasionally they are driving from 200 miles away. We have changed shopping patterns and raised entire dying categories by providing ideas on usage, gorgeous food photography, in-store videos and targeting all of it to hit the exact right consumer. VOCO is part of the team that increased household penetration by 25% in 6 months. And we are continuing to push hard into new and unexplored territory for Earth Balance®.