Taste the Passion campaign
We were approached by Genuine Jersey and Modus Operandi to create a campaign to encourage the local community in Jersey to chose to buy local produce over supermarket brands to help local producers in months when their sales may be low.
After holding focus groups with Genuine Jersey and talking to the local community about their buying motives we found that price and quality were both key to making a decision on produce.
The plan was to promote five sections of Genuine Jersey across the year depending on the season including eggs, organic, winter seafood, winter vegetable and dairy.
Working with our partner Modus Operandi it was decided that the most fun and emotive way to create stand-out in the supermarket would be to introduce the buyer to the producer - the farmer who's produce they were buying - by superimposing their face on to the product. We would ask the community to 'Taste the Passion' that went in to the local produce by offering tasters of the products and getting local chefs involved to include the produce on their menu and do supermarket recipe demonstrations.
A logo mark was designed which would act as a mark as quality sticker to go on the produce and work alongside the Genuine Jersey brand.
An engaging campaign was written using friendly headlines such as 'Eggcellent!' and 'Hello Pumpkin' and the branding was rolled out to posters, in-store leaflets, recipe cards and advertising.
Monthly produce markets were held in the town of St Helier where promotions were run and recipe cards and 'try before you buy' produce was offered to the community.
Guerilla marketing and community events were also held including art in schools to paint scallop shells and building a giant crab with local children at St Brelade with local artist Tina Ellis-Brecknell - each benefiting from local PR in the news.
The campaign was a great success with some producers running out of stock.