Organic agriculture brand - china
SEED TO STORE CAMPAIGN
Zhuqiao, China
2016 - 2019
The Seed To Store program in China uses a sustainable agriculture brand developed to appeal two broad audiences, rural farmers and urban shoppers, with two behavior change goals. The objective of the campaign was to encourage farming communities to convert hectares of farmland using chemical pesticides and fertilizer into 100% organically grown vegetables and flowers. The marketing strategy for this program was new for Rare - involving retail partners and creating a traceability social marketing call to action. The prototype marketing plan was created by Veronica Yow (Senior Manager of Sustainable Markets) and myself, with the brand and promotion produced in partnership with the Shanghai agency Paper Stone Scissors.
In addition to the environmental and social behavior changes we hoped to achieve, we also wanted to create a new marketing trend that would engage the superconnected society in China, which meant building a traceability app that would give consumers the ability to “see” the journey of how their 100% certified organic product arrived to them. This traceability would be central to the integrity and legitimacy of the brand.
Veronica and I making our video pitch for the traceability app at the Innovation Lab in 2017.
DOCUMENTS
click on the files below to view pdf
SEED TO STORE BRAND INTRO
SEED TO STORE UX DEMO
SEED TO STORE ONE PAGE HANDOUT
SEED TO STORE WORKSHOP REPORT
Transparency app designs in English.
The slide show above is the program presentation we gave to prospective partners, click the left and right arrows on the side to advance pages.
