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Advertising Week 10th Anniversary Official Guide

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160 CATALYST Second, the campaign must feel authentic. "What makes [an ad] successful is when the purpose the brand has adopted is a real one," Lindsay explains. "Brands [shouldn't] glom on to causes to try to make themselves look good, without actually meaningfully impacting or helping the cause," Venables adds. It can't attempt to capitalize on a movement that it has noth- ing to do with—such as Pepsi's controversial video depicting Kendall Jenner leaving a photo shoot to join a protest march. And it can't exploit people's emotions—such as a McDonald's ad suggesting that the one thing a boy had in common with his deceased father was their shared love of McDonald's Filet-O- Fish sandwiches. A campaign that did strike the right chord? "Inglorious Fruits & Vegetables" made the case for selling and buying less-than- perfect-looking produce. The ad reported that 520 million tons of produce is discarded worldwide on a daily basis. It then ex- plained how France's third largest grocery chain, Intermarché, bought fresh, ugly produce that growers would have thrown away because it didn't look right and sold it for 30 percent less than pretty produce. The average store sold 1.2 tons of "inglorious" fruits and veggies per shop in the fi rst two days of the campaign, and the outlets reported a 24 percent overall jump in foot traffi c. The campaign reached more than 13 million peo- ple in a month. "It was a great idea, beautifully executed," Lindsay says. "Supermarkets won, the farmers won, the planet wins, and the consumer wins because he or she is getting ed- ible food 30 percent cheaper." The ad's impact ripples keep growing—more than 25 supermarket chains around the world have copied the campaign. In these challenging times, businesses and brands have an opportunity to harness the power of creativity as a force for good and a responsibility to make a real, meaning- ful and positive difference in the world, whether it's for a local neighborhood or several nations. No matter if you're a startup or Fortune 500 company, a service or benefi t corporation—any brand can tackle a problem with a creative, authentic solution and see the halo effect when looking at its bottom line. • People are loyal to brands that have values they share When they live what they believe it's brand loyalty nirvana B L A C K P E N C I L Industry Evolution Inglorious Fruits and Vegetables A G E N C Y Marcel C L I E N T Intermarch

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