The weekly supermarket shop is something that we all undertake mostly on a subconscious level. Around 95% of purchasing decisions is driven by subconscious urges; the biggest of which that really drives decision making is emotion. For most of us who are trying to make steps to buying better welfare meat and dairy products, our emotions can be triggered by simple, yet clever, marketing tactics. Illustrations of rolling hills and leading emotive phrases such as ‘farm fresh’ or ‘all natural’ are used by brands as a way to connect with our quick-processing subconscious minds. But what do they really mean?
As it turns out, not a lot really. There is no regulation around packaging artwork or phrasing so ‘all natural’ could mean virtually anything. ‘Farm’ could mean indoor, intensively reared and caged. CIWF had a solution to this problem – a systematic labelling system – and wanted to gain petition signatures to lobby the government for real change. The question they needed answering was ‘how?’
After running a workshop with CIWF to really immerse ourselves in the problem, a cross-skills pairing from our creative and PR teams came up with ways we could create as much noise as possible for CIWF to piggyback and drive petition signatures.
Being distinctive is key to standing out in a world full of advertising messages. With one of the country’s best graffiti scenes in the very same area as a bustling street food event, what better place to put our message out in an unexpected way than Digbeth. We brought a Birmingham-born graffiti artist back to his routes and commissioned a piece of street art to create intrigue, fuelling social media speculation and giving CIWF an attentive audience to reveal their campaign message.
Social media engagements topped 28,000 and media coverage value exceeded £40,000.