HONESTY IN ADVERTISING
(Campaign US’s Ad of the Week, AdWeek's Ad of the Day)
Lightlife came to us to launch their new, healthier plant-based burgers to families - and get their fair share of the plant-based headlines. But “good for you” isn’t exactly a huge selling point for kids. So we set out to prove that when you have plant-based burgers that taste this good, you don't have to lie to get your kids to eat them!
(Campaign US’s Ad of the Week, AdWeek's Ad of the Day)
Lightlife came to us to launch their new, healthier plant-based burgers to families - and get their fair share of the plant-based headlines. But “good for you” isn’t exactly a huge selling point for kids. So we set out to prove that when you have plant-based burgers that taste this good, you don't have to lie to get your kids to eat them!
In our launch spot, we paired the world’s most honest burger brand with the world’s most honest parents (according to "Good Morning America," anyway): Kristen Bell and Dax Shepard - to prove that honesty is always the best policy, from the food on their kids' plates to the birds and the bees.
We told the "A Taste of Honesty" story through a 90-second film (and later through a :30 Super Bowl spot cutdown) which we used to launch the campaign across Facebook, Twitter, Instagram, YouTube and OTT placements such as Hulu through shorter teaser content.
A FULLY INTEGRATED CAMPAIGN
We also built exclusive social and web content, developed a press kit featuring custom interviews with our 'spokesparents' for news outlets, and brought the brutal honesty brand story to prime time via a custom integration with Jimmy Kimmel Live.
We kept the honesty going by developing a parenting tutorial about how to be honest with your kids starring Molly Sims, worked with influencer parents from across America to share their brutally honest parenting anecdotes with #ATasteofHonesty, and in the process, opened up a huge debate across social media about just how honest you should be with your kids surrounding our hashtag #ATasteOfHonesty.
THE RESULTS
The launch spot was watched 2.5 million times just during its first week, despite having no paid media behind it yet, and the campaign netted over 338 million PR impressions with the influencer marketing campaign around #ATasteofHonesty yielding an additional 2.3MM organic social impressions.
The campaign was also Ad of the Day, Ad of the Week, and even made Adweek's list of the top plant-based campaigns of the year, alongside major competitors Impossible and Beyond, finally giving Lightlife the brand awareness to rival its flashy competitors.
And most importantly, there was a significant increase in overall positive brand awareness among our key family consumer (+4.1 pt lift in brand awareness vs. 1.3 pt average) immediately following the campaign. In all honesty...it worked out pretty well.
