By means of the lens of a Nationwide Geographic photographer, the small household farms within the Natural Valley co-op appear to be nationwide parks teeming with wildlife—honey bees, songbirds, rolling hills and native timber amongst them. And, in fact, there’s an abundance of free-roaming cows.
So why is one land mass protected, whereas the opposite isn’t?
The query is on the coronary heart of Natural Valley’s new marketing campaign, which debuts alongside the model’s first sponsorship of the presently operating Local weather Week NYC, an annual gathering of world leaders, enterprise moguls, scientists and activists.
In considered one of its most important advertising and marketing pushes thus far, the grocery retailer staple introduces the brand new tagline “Defending The place Your Meals Comes From,” with video adverts from longtime company Humanaut that mimic wildlife documentaries, full with British-accented narrator.
The spots are a part of a broader effort that features a two-day pop-up at Rockefeller Heart—which brings the farm to urbanites—subway takeovers, outside adverts and painted by hand murals, retail sampling and in-store packages.
The model goals to encourage shoppers to assist protect these small companies—100,000 household farms have disappeared up to now decade alone, per the U.S. Division of Agriculture, with solely 2,500 natural farmers remaining—and present the ripple impact of their loss.
“We wish to reignite individuals’s curiosity in small household farms in America,” Jaclyn Cardin, chief model officer at Natural Valley, instructed Adweek. “If we don’t band collectively, there will likely be much more industrial farms and so much much less farms which can be defending biodiversity.”
There’s an added incentive to advertise the premium model at a time when shoppers say they need ethically-sourced merchandise, however they’re value delicate due to ongoing inflation.
Small farm, large metropolis
Whereas shoppers more and more say they wish to know the place their meals originates, most have by no means set foot onto a farm of any sort, per a latest Harris Ballot. With that analysis in thoughts, Natural Valley determined to deliver a model of an natural farmstead to the guts of New York.
