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BETTER FOOD TRADERS 
COMMIT TO A BETTER FOOD SYSTEM

BRIEF

One of the many side effects of the current pandemic has been an extraordinary surge in demand for veg box schemes across the country. Like every local food business in the UK, Better Food Trader veg box schemes worked flat out to meet a never-before-seen demand from customers.

 

But as life slowly goes back to normal and people stop buying in pandemic-mode, it seems local businesses – who worked so hard to provide for their local communities in the crisis – are losing their customers to old habits.

 
We worked with Better Food Traders on a customer retention campaign that used humour to highlight the value of ethical veg boxes. 

 

CONCEPT

We utilised the reasons people leave ethical veg box schemes and transitioned these perceived ‘negatives’ into indicators of what makes the schemes better than your normal box schemes or supermarket shop.

 

The attention-grabbing campaign helped Better Food Traders simplify some complex messaging around what makes their accredited schemes better whilst also paving the way for an ongoing call to action - for people to #Committoabetterfoodsystem.

The campaign saw a 14% increase in Instagram followers and was shared by over 100 partners online. 

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