Unlike endangered animals, people don’t rally to save endangered fruits and vegetables (even though we’re losing about 100 varieties per year).
With that insight in mind, we partnered with celebrity chef Hugh Acheson to announce a tasting menu featuring endangered species and let the public’s imagination run wild...
Effie - 2016 - Movement to Mass - Small Budget Products - Bronze
ADDY - 2016 Online/Interactive - Branded Content & Entertainment - Silver
ADDY - 2016 Ambient Meida - Single Event - Gold
ADDY - 2016 Internet Commercial, Single Spot, Any Length - Silver
Food & Beverage Awards (FAB) - 2016 Experiential Campaign - Gold
D&AD - “Good” Campaign of the Week
SaveTheFlavors.com // Site:
The stunt and other supporting campaign materials pushed people to our campaign site: SaveTheFlavors.com where people could learn about our research (more info below) and learn how to grow and cook the Cherokee Purple Tomato so they could help save it.
Save The Flavors // Intro Video:
The stunt was a huge success in every aspect. PETA showed up to protest. Twitter went wild. People were pissed. And despite a budget of less then $750,000 and only targeting the Atlanta area (test market), the stunt earned over 85 million impressions nationwide and got picked up by over 200 outlets.
Additionally, we worked with Tufts University and the Food Systems Research Institution to develop the Flavor Availability Index, the first and only tracker of people's access to fruits and vegetables (with an emphasis on endangered or rare varieties).