As a Canadian company trying to make in-roads into American grocers, Greenfield's goal was to generate awareness and educate consumers about the all-natural aspects of their meat products. So much so, in fact, that they covered their packaging with that message. For in-store environments, however, we wanted to grab shoppers' attention with a wittier and less formal approach.
We proposed a "Meatsplanation Tour" with a school bus that would show up in grocery parking lots to do sampling and espouse the benefits of Greenfield meats.
Agency: Catapult, CD/AD: Straus, CD/CW: Ross Buchanan