70 acre All Natural Billboard
Greenfield Natural Meat Co. launched in 2016 with a mission to be the most sustainable meat company in the world. It was our job to make people stop and take notice that Greenfield was doing things in a new way. Our solution was to create a campaign that was as natural as Greenfield was. We began by travelling to Landmark Manitoba, the home of Greenfield Meat, and we carved the world’s first 70-acre billboard. An integrated campaign with video, print, OOH and testimonial content all carried our message of sustainability and purpose.
This incredibly cost-effective campaign was one of the most successful launches in parent company, Maple Leaf Foods’ history. Across the entire product line-up, sales have doubled and Greenfield was recently awarded best new product launch by Neilson in all of North America.
Out of home:
Cassies - 2018 Bronze, Media Innovation Awards - 2017 Bronze
CCO: Helen Pak, VP CD: Cory Eisentraut, ACD: Brian Allen, Peter Gomes, Dave Pigeon AD: Natee Likitsuwankool, CW: Appanna Chetranda