AdAge Small Agency of the Year
what we did
industry
retail
health
collateral
print
online
social media
television
modes activated
learning
inspiring
connecting
the challenge
In the middle of it all, we needed to launch a U.S.-based CPG product’s first-ever Canadian ad campaign, on the heels of the country creating a new food guide.. Oh, and achieve an 8-10% sales lift too.
we were curious
Then we saw why. All of them looked synthetically the same. Yet SweetLeaf had a very human—and health—advantage represented by a simple symbol right on the package: the stevia leaf.
genuine human understanding
Through extensive market research we learned something: people have a relationship with their food. And when it comes to sugar, it’s like being stuck with a bad partner or enemy. Consumers were confused about the alternatives and needed an ally to help them get out and get healthy.
the wild idea
SweetLeaf’s audience had a more active approach to health and wellness. In this lifestyle, sugar is the equivalent of a toxic boyfriend/girlfriend. We thought why not position SweetLeaf as the happy new relationship our consumers can have when they break up with sugar.
the result
In a highly competitive market,