100,000 seeds. 6 farms. 1 quest to reimagine flavor.

Introducing The Koginut, a never-before-tasted squash, was an experiment in flavor, a radical test of sweetgreen’s supply chain capabilities, and an ode to what the future of food and flavor holds.

The challenge was to convince loyal sweetgreen enthusiasts or “Salad Heads” as Chef Barber lovingly referred to them to get excited about seed breeding, squash, and engaged in a new conversation about where food comes from.

We produced a short film, created an in-store magazine, put ourselves on the cover of the New York Post, and sold a lot of squash.

The Future is Flavor campaign was video-led and used rich, cross-platform storytelling to introduce and educate sweetgreen guests about the sophisticated supply chain behind every bowl.

It also introduced a narrative for the brand centered on pursuing flavor in our food. The best growers, the best seeds, and the best technology working together to create a new model for serving healthy food at scale.

To launch this partnership and honor the maiden voyage of the Robin’s Koginut squash we made a campaign called the Future is Flavor. It celebrated small farmers with big ideas for the future of food.