When I started working with Farm Rich, they were number seven in the crowded frozen snacks and appetizers category. By shifting their marketing focus from product attributes to human truths, we helped this brand make emotional connections with moms. Today, Farm Rich has battled to number three, and climbing.
[Worked with Farm Rich as Creative Director at SCOUT.]
Our ethnographic research uncovered that a big source of parents’ guilt comes from what they feed their families. Our campaign became all about “permissive convenience,” giving parents permission to take little shortcuts when family life gets crazy.
Our campaign is supported on social media by mini-mom confessionals—real moms with real life confessions of the tricks, shortcuts, and funny survival techniques they use to navigate their rollercoaster lives.