General 5 — Alex Hopson

Case Study: Row 7

A simple creative strategy - make vegetables famous. And don’t forget about the seeds. Row 7 is Chef Dan Barber’s seed and produce company, renown for bringing entirely new vegetables to market. The goal for their first-ever campaign was to make their mission easier to understand and let supermarket shoppers know that not all potatoes (or squash) are created equal.

Outcomes:
$2M produce sales in pilot year (Boston only)
Unlocked expansion to NYC Whole Foods in year two, all West Coast in year three
Post-campaign exposure metrics:
- 93% lift in users likely to buy Row 7 produce
- 2x Whole Foods visits post exposure
- 2nd most popular produce brand in Whole Foods

Row 7 is a seed company, a produce company, a flavor mutiny, a treatise on what’s possible in food as much as it as a “brand.” Clarifying the brand narrative for a company with so much to say meant converting academia into a call to action. A rallying cry for people who want to know how their food was bred.

This was “Flavor. For A Change.” a campaign concept that distilled a heady brand purpose into a clever and simple four-word message. This company is serving flavor with a side of food system change.

The creative concept for the change was to make vegetables famous. We wanted to give potatoes, squash, and tomatoes the star treatment, standing heroically and unadorned on billboards across Boston and NYC. Quippy copy stood alongside each vegetable to reinforce Row 7’s narrative.

Case Study: Row 7

This was “Flavor. For A Change.” a campaign concept that distilled a heady brand purpose into a clever and simple four-word message. This company is serving flavor with a side of food system change.

The creative concept for the change was to make vegetables famous. We wanted to give potatoes, squash, and tomatoes the star treatment, standing heroically and unadorned on billboards across Boston and NYC. Quippy copy stood alongside each vegetable to reinforce Row 7’s narrative.

A series of CTV ads allowed for 30 seconds of expansion on the brand’s narrative, voiced over by chef and founder Dan Barber.