Freaks of Nature desserts are made purely from plants. With no dairy, eggs, gluten or soya the desserts are naturally ‘free from’ and perfect for the growing number of vegans, vegetarians, flexitarians and allergy avoiders. ‘Eat Me’ was the campaign platform we devised for Freaks of Nature. We chose to be deliberately provocative in a sea of vanilla. We wanted to take people on a sensory journey, to take their taste buds to places they’ve never been.
Our insight suggested the audience were heavy users of social networks – Facebook and Instagram were the key channels for reach and engagement. Here we could inform and influence our audience pre-shop, away from the everyday noise of the supermarket or on the go environment.
The strategy initially used a 30-second immersive ‘Hero’ video to attract their attention. High production values, indulgent food photography and arresting music (which we commissioned exclusively for the brand) grabbed attention like never before.
Those engaging with the video were then re-targeted with more detailed ‘Freaks of Nature’ product, promotion and local supermarket information. The canvas and carousel formats highlighted key brand messages – building awareness of Freaks of Nature as an innovative range of free-from desserts with indulgent flavours and made purely from plants.