Bowery Farming, the largest vertical farming company in the United States, launched its ‘Feel Good Greens’ marketing campaign, inspiring everyone to eat and feel their best. With so much uncertainty in the world, ‘Feel Good Greens’ reassures produce-lovers everywhere that they’re making the right choices with Bowery’s fresh, pesticide-free, non-GMO, leafy greens. The campaign targets the New York tri-state area and Mid-Atlantic markets, and will run through March. Creative and distribution are led by Colossus.
Since 2015, Bowery has grown vibrant and flavourful produce by building smart, tech-enabled vertical farms near the cities they serve. These indoor, protected facilities reimagine farming from the ground up: they’re 100 times more productive than traditional agriculture on a comparable footprint and grow fully traceable, pesticide-free Protected Produce using just a fraction of the water typically needed. Unbothered by weather, Bowery grows multiple varieties of leafy greens and herbs that are fresh year-round.
With ‘Feel Good Greens,’ Bowery Farming and Colossus wanted to create a whimsical campaign that would raise awareness of the benefits of vertically farmed produce. The visuals are inspired by the relatable, yet off-beat, illustrations of French artist Laurène Boglio, with whom they partnered to create original artwork for the campaign. ‘Feel Good Greens’ contrasts life’s little (and not-so-little) let-downs, like “you accidentally replied all,” or “you just found out you’re a meme,” with the upside of Bowery’s reliably fresh greens, all summarised in the tagline, “If nothing else, feel good about your greens.”
Travis Robertson, ECD at Colossus, said: “Despite vertically farmed produce being widely available, it’s still a relatively new concept to many consumers. We wanted to signal that the world’s freshest greens are grown in a manner completely different from anything you’ve ever imagined. Bowery Farming is changing the way we think about agriculture and reimagining what a flavourful future tastes like, all with a sense of humour.”
Campaign distribution spans print, digital, social media, and OOH, including live video boards, guerrilla postings and an extensive takeover of the New York City Subway with 150 placements in the Broadway-Lafayette Street Station on the takeover alone.
Katie Seawell, chief commercial officer of Bowery Farming, added: “We believe that in order to feed the future, farming needs to aim higher and more people need to feel good about what they eat. We’re excited to expand our marketing in the tri-state area and Mid-Atlantic states, especially because this campaign demonstrates our mission and mentality that there’s always something to smile about when it comes to our produce.”
Bowery Farming’s fresh produce is available in more than 800 grocery stores and via e-commerce platforms, including Amazon Fresh, Giant Food, Walmart, Weis, Whole Foods Market, Albertsons Companies, and specialty grocers.