WORK OF THE WEEK

A quick 10 second background on the actual brand if you are not familiar. Strong Roots was started by a man named Sam Dennigan, born and raised in Ireland but bounced around after launching Strong Roots in 2015 as it began to grow pretty quickly and successfully throughout the  UK like london and also US. and as they grew so did other brands that healthy alternatives.

THE BRAND

And that's where Strong Roots position as a brand comes in. They focus going from the source and bringing plant based foods into households.

So all of their products are plant based and sustainable.

The brand combines this with being very convenient. They're all frozen foods so pretty much anyone can make them and have them.

GROWTH

As the brand continued to grow they partnered with a smaller agency DCX Growth Accelerator who focuses on cultural strategy and building iconic brands. So their original goal was to grow Strong Roots email list by targeting millennial and gen z consumers through social media platforms and online and ultimately direct viewers to their website to enter their email.

CAMPAIGN

So DCX took this and based the entire campaign basically around fad diets explaining how the best ones include what you love and most fad diets have all these misleading marketing tactics, and require different foods, categories of foods, and most of the time don't even taste good. So that's where Strong Roots comes in with their Cauliflower Hash Browns that actually are delicious!

The concept for the product was the Cauliflower Hash Brown Diet as no weirder than other fad diets, but you get to eat cauliflower hash browns. So clearly already setting the humorous tone and poking fun.

STRATEGY

Further adding to their big idea, they use these assets throughout their creative executions.

YouTube was their centerpiece of the campaign. They produced a 2 min clip alluding to the classic diet program ad with quick fixes, before and after testimonials, paid actors.

They also promoted throughout their instagram photo and video, with other, on their website with interactive elements, and then through their book an actual 21-day meal plan built around the core product that was developed by a registered dietician. Built on the premise that “The best diet is high in what you love,” the Cauliflower Hash Brown Diet starts with a two-day all hash brown cleanse, then reintroduces other recipes in diet-approved meals that incorporate the product.

As you'll see in the video, the campaign takes a humorous approach, and not only targets customers to buy their product but also targets diet marketers so increasing even more awareness. The nature of the campaign is also based on the fact that the actual cauliflower hash browns are a frozen food.

And that's all! Scan the QR code to the actual hashbrowndiet website.