How does a New Zealand beef brand compete in the United States prime red meat category with already established local brands, while keeping zero carbon footprint?
Silver Fern Farms came to Story House to translate their island values, with strong tradition and respect to the land, in ways that the US culture could digest. New Zealand farmers take pride in their sustainable practices, and wanted to show how their holistic approach affected the quality of meat tasted on the other side of the world?
Scope:
Market Research
Brand Strategy
Product placement
Experiential Design
Brand Strategy
Product placement
Experiential Design
Graphic Design
Tastes Good. Feels Good. Proven Good.
The goal was to develop a creative brand experiential campaign to support SFF products launched at Whole Foods around the country in 2025.The initial messaging of "Brighter Food for Better Planet" needed to align to US consumer's values for choosing a product. Nutrition, flavor, and habits to feel better holistically were critical in decision-making, with locally sourced products strongly influencing the latter. We needed to transform the messaging to include global sustainability as a part of the decision-making behaviors.
Whole Foods' reputation of selecting high quality products contributed to the direct communication with the ethical affluent consumer group, and how they process marketing efforts - from education to interaction and purchase. This channel would also provide opportunity to increase retails distribution and scale, while measuring brand sentiment nationally.
Decadently Delicious. Perfectly Responsible. It's Possible.
What is compromise didn't have to be a part of life? What if doing the right thing was actually easier than a cheat day? What if good, good for you and good for the planet all came in one delicious bite?
That's what drives Silver Fern Farms. At their core, taking care of the land, water and air let's them be better guardians of the animals they raise.
It all comes together when you take the time to prepare a delicious healthy meal for yourself and everyone at your table.
Experiential Ideas:
Human Recharging Station
Pasture to Pamper
Field & Feast
Flavors Unseen
