SEEDS OF INSPIRATION by Starcom New York for Gardenburger

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SEEDS OF INSPIRATION

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market United States
Agency Starcom New York
Producer Kristin Mann
Released April 2009

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: KELLOGG'S
Product/Service: GARDENBURGER VEGGIE BURGER
Date of First Appearance: Apr 1 2009 12:00AM
Entrant Company: STARCOM USA, Chicago, USA
Entry URL: http://www.ovationtv.com/programs/gardenburger/
Development Executive: Allison Walwyn (Starcom USA)
Producer: Kristin Mann (Starcom USA)
Executive Vice President: Tom Weeks (Starcom USA)
Executive Vice President: Michelle Rietschel (Starcom USA)
Associate: Mark Brinkman (Starcom USA)
Media placement: Online Video - Ovation TV, YouTube, Facebook - 1 April 2009
Media placement: Brand Website - gardenburger.com/hudsonguild.aspx - 1 April 2009

Results and Effectiveness
Ample buzz around “Seeds of Inspiration” included features in eight publications (an estimated 9k PR impressions) and winning Media Magazine’s 2009 Creative Media Award in the US. The client was especially pleased that the video content provided a national television presence with low cost, when only print creative was previously available. “Seeds of Inspiration” attracted New York’s influential elite while connecting the local community and the revitalised garden is now part of an ongoing curriculum at Hudson Guild. Generations of urban residents will now understand the connection between food and the Earth – benefiting from Gardenburger’s support of community gardening.

Creative Execution
The Gardenburger veggie burger battles for brand relevancy, but its advertising budget is 98% smaller than some of Kellogg’s brands. Our challenge was to build buzz and a national platform that appealed to the brand’s “Locavore” target – thought leaders that purchase local goods because of what it means to the community and the world at large. Locavores passionately champion simple acts like gardening and supporting local farmers as a means to impact – so all consumers can understand what it takes to put food on their table. These concepts align with Gardenburger’s support for all things natural and that the veggies in their burgers can come from anyone’s backyard. To create a connection between advocating Gardenburger and eating more natural foods, we looked to a small plot of land in the heart of New York City to inspire a new green movement with Gardenburger at the core of the local community.

Insights, Strategy & the Idea
The Gardenburger veggie burger battles for brand relevancy, but its advertising budget is 98% smaller than some of Kellogg’s brands. Our challenge was to build buzz and a national platform that appealed to the brand’s “Locavore” target – thought leaders that purchase local goods because of what it means to the community and the world at large. Locavores passionately champion simple acts like gardening and supporting local farmers as a means to impact – so all consumers can understand what it takes to put food on their table. These concepts align with Gardenburger’s support for all things natural and that the veggies in their burgers can come from anyone’s backyard. To create a connection between advocating Gardenburger and eating more natural foods, we looked to a small plot of land in the heart of New York City to inspire a new green movement with Gardenburger at the core of the local community.