Like most countries in the world, America is grappling with a challenge to its love affair with meat. Meat production is also a major contributor to the growing climate crisis. As people adjust their lifestyles to do what’s right for the longevity of Mother Nature they are left with the difficult choice: eat against your better judgment or abandon meat for the betterment of the planet.
A lose-lose situation? Not in the US.
America’s first major carbon neutral meat brand, Greenfield Natural Meat Co., has introduced a new social movement, The Low Carb(on) Diet; the first diet for the planet, not people, in a campaign by No Fixed Address. The agency has cleverly used people’s enthusiasm for new diets to bring awareness to the brand and change the meat people choose.
Rena Menkes Hula, VP, group creative director, No Fixed Address, stated, “Diet culture is so centered on the individual. Our worlds revolve around what to eat, when to eat, how to eat. But the truth is every food choice we make impacts something bigger than us. We wanted to flip the idea of a diet on its head. Turn it into something that serves the greater good. The Low Carb(on) Diet is the first diet that’s important enough to actually do and delicious enough to actually stick to. Who doesn’t want to be on a world-saving diet where bacon is the hero?”
The campaign has launched with a 35-second anthemic film, directed by Augusto Fraga, who also directed the Netflix hit, Turn of the Tide. It highlights that every food choice we make impacts something bigger than us as individuals – our world. The Low Carb(on Diet), asks people to count carbons over carbs and make choices that are delicious for humans, but good for Mother Nature too.
No Fixed Address also created a digital hub where consumers can access all the tips, tricks, ingredient swaps and recipes they need to get started on their Low Carb(on) Diet.
The campaign furthers Greenfield Natural Meat Co.’s mission of “Making Meat Right,“ educating meat lovers that eating for the planet doesn’t mean having to sacrifice the things you love.
D’Arcy Finley, VP, brand and marketing, Maple Leaf Foods Inc., commented, “At Greenfield Natural Meat Co., we are constantly working to make better food, provide better care for our animals, support our local communities, and do our part for a better planet. Our carbon neutral claim is a big step forward in doing better for the environment and if a meat company can be a leader of living a low carbon lifestyle, it’s a great example that people don’t have to feel conflicted in caring for the planet and eating what they love. We hope this inspires people to join in on our journey to a better planet.”
The campaign follows Greenfield Natural Meat Co.’s first major brand campaign, Have Your Meat and Eat it Too, introduced last summer with No Fixed Address, which doubled down on its mission of Making Meat Right through The Bacon Rebate, the first ever green rebate for something on their grocery list for the purchase of any Greenfield Natural Meat Co. bacon product.
The new campaign will run across ConnectedTV, digital, social, paid search, in-store retail and out of home.
Credits
Client: Greenfield Natural Meat Co.
Creative Agency: No Fixed Address
Media: Fuse Create
Editorial: Outsider Editorial
Online: Studio Feather
Audio & Original Composition: Grayson Matthews
Production Companies: Mathematics & Krypton Films
