Humane Farm Animal Care
Objectives- Persuade grocers to carry Certified Humane Raised & Handled products. (The Certified Humane program is a labeling program for meat, poultry, egg and dairy products raised to humane care standards).
- Motivate consumers to request the products from grocers and buy them
Services
Strategy, direct mail insert design, flyer, copy editing
Inspired Results
This campaign predates my design training. And all I had at the time was PowerPoint, which is very limited for creative work. But these pieces show that the most important part of the communication isn’t how pretty it is. It’s whether you speak to a target audience about what’s in it for them and what you have to offer that’s better.
The consumer piece was an insert in the natural foods mailer Mambo Sprouts. The headline “Because You Care About What You Eat” reflects the priority that the recipients place on the quality of their food. Note also the clear call to action “Buy the Products. Ask Your Grocer. Tell Your Friends.”
The grocer flyer closes with a similarly strong “Buy the Products. Get Your Suppliers Certified.” The headline and bullet text appeal to markets’ need to satisfy changing customer preferences in order to maintain and grow their profitability.
Would I do these pieces a little differently today? Sure. But my role on the Certified Humane program was as the marketing strategy consultant and you can see that reflected in this design work.
Caryn has been an integral part of creating the Certified Humane program. Her work has been essential to our success. She helps us stay consistent with our message while addressing three varied customer groups with different needs – consumers, producers and grocers. That is not an easy thing to do. But Caryn does it exquisitely and most importantly, honestly.
Adele Douglass, Chief Executive Officer
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