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Good Hemp Appoints M/Six to Launch Its New Chilled Hemp Drink

Hires, Wins & Business 238 Add to collection

This week's tracks are inspired by mustachioed 70s yacht rock of Parcels and the subdued piano of St. Vincent

Good Hemp Appoints M/Six to Launch Its New Chilled Hemp Drink

Good Hemp, the independently owned Devon based food and drinks company, has awarded its media planning and buying account to m/SIX. The brand has pioneered using the natural goodness of hemp seeds to make food and drinks that are delicious, nutritious and good for the planet.

Good Hemp have unveiled a new campaign, You Name It, We’re Good For It, for the launch of their chilled dairy-free hemp drink, a plant-based alternative to milk.

A growing number of consumers are moving away from dairy products due to concerns about health, animal welfare and the environment. Fewer people, however, are aware of Good Hemp and its myriad benefits.

As Good Hemp’s first media agency, m/SIX will use its data-driven approach to identify relevant audience micro-segments as part of the new campaign, serving consumers with messages that relate to their individual non-dairy behaviours. A person who is plant-based for environmental reasons will read a message connecting Good Hemp’s eco credentials with rainforest protection, while the health-conscious will learn that Good Hemp milk is enriched with calcium and vitamin D.

The work was created by SNAP London, who have been appointed as Good Hemp’s first creative agency. Louisa Fielding, Managing Partner at SNAP said: “The campaign was borne out of the truth that hemp is a little-known ingredient that really does tick all the boxes – it’s the real deal in a sector filled with hype and buzz words. You name it, hemp is good for it.”

The campaign is running across digital and social to effectively reach a mobile-first target audience. Viewers of the animated video will also be served with display when in proximity to a Waitrose store where the product is sold. Audience analysis also identified regional hot-spots of non-dairy milk drinkers. And Brighton has been chosen for the brand’s first foray into outdoor, with Good Hemp testing six sheets in close proximity to stores as well as digital 6s and Transvision at the city’s rail station aiming to reach both shoppers and commuters.

Will Jellicoe, strategy director at m/SIX, said: “People choose non-dairy milk for a number of different reasons, and often more than just one, whether they’re vegan, health conscious, have food allergies, or want to make the best choice for the environment. Our campaign ensures we effectively target them according to their interests and serve them the most relevant message, or messages, that showcase the benefits of choosing Good Hemp.”

Glynis Murray, Co-Founder of Good Hemp, said: “We’re on a mission to share the goodness of hemp with the world”. And following a recent injection of investment the brand has set ambitious growth targets and aims to increase revenues significantly by the end of 2019.

Glyn continued: “Our plant-based milk is made from the seeds of one the world’s most environmentally sustainable plants, and is packed with omega-3 while remaining low in saturated fats, free from cholesterol and allergen-free. At the heart of the ‘We’re Good For It’ campaign is the belief that Good Hemp milk is good for everyone”.

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The&Partnership, Mon, 15 Oct 2018 15:32:52 GMT