Campaign: Lettuce that Speaks for Itself
Companies: Little Leaf Farms
Agency Partners: GYK Antler
Duration: August 15 – October 16, 2022
Budget: Less than $250,000, according to GYK Antler
Since its founding in 2015, greenhouse-grown lettuce producer Little Leaf Farms has become a well-known brand across New England, but not so much in other parts of the country.
As such, the company hired GYK Antler to promote the brand along the East Coast. To do so, the agency turned to the company’s established consumer base.
During its research, the creatives determined that the company “had an extremely-low, unaided awareness,” John Mathieu, creative director at GYK Antler, said. “But of the people that bought them, they had loyalty and a fan base. We were calling it like a cult following.”
The agency determined that there were not many national produce brands “with a tone of voice and a personality that isn't just: fresh lettuce,” Mathieu said. “Something more than that doesn't really exist, and if it does, it's hyperlocal. So we had this opportunity to create a brand voice that really stood out.”
GYK Antler decided to use emails and voicemails Little Leaf Farms had received from customers as the source material for its campaign.
“When we kept listening to these voicemails and reading these emails, we [realized] they should be the brand voice,” Mathieu said.
From that customer feedback, the agency picked reviews “that were unique and honestly odd enough to stop you in your tracks,” Mathieu said.
One such “tastemonial” from a customer named Tim said, “Hey, just wanted to call and say I’m a hardcore meatatarian, but ever since I was introduced to your lettuce, I now eat it almost every day.”
The company used the quote in a video spot that encourages people to try the lettuce and call 1-844-LIL-LEAF.
The agency produced five 15-second video spots; four 6-second video spots; and four 15-second streaming audio spots.
The company promoted the campaign via connected TV; out-of-home advertising; and point-of-sale advertising; streaming audio; and social media from New England through Mid-Atlantic regions, according to GYK.
An Instagram graphic states, “I stopped working, put my salad fork down, found your number and am calling you. Who calls a lettuce company? I guess I do.”
The campaign produced about a 10% increase in sales. It spurred a 29% lift in brand awareness among the target audience, according to a study conducted by Pandora.
On Facebook and Instagram, the campaign generated 2,340 post reactions, 373 comments, 157 shares and 65 post saves, according to GYK.