Harvestland's Ancestry-Focussed Campaign Launches

Harvestland is launching its first-ever consumer campaign in partnership with The VIA Agency. The USA's number one chicken brand is urging Americans to “Eat Like Your Ancestors with assets photographed by famed photographer Stephen Berkman.

VIA found that when it comes to food, moms are deeply connected to their grandparents’ values and yearn for a simpler time before food was over-processed. Using the passion and power of food-related nostalgia, the campaign focuses on moms who are looking to make better choices in their food and lifestyle, including seeking out meat raised without antibiotics, hormones or steroids. HARVESTLAND® knows that today’s world is complicated, but making the right food choices for your children shouldn’t be. People want to be able to pronounce every ingredient and serve wholesome food.

In collaboration with famed photographer Stephen Berkman, the campaign includes print, digital and OOH ads along with social media and PR initiatives. The creative microsite will also allow users to find old-time recipes dating from 1840-1940—such as chicken a la king—based on region and time period, and upload their own family recipes.

Check out the microsite at: http://www.harvestlandbrand.com/eat-like-your-ancestors/

Credits

Greg Smith – Chief Creative Officer

Julia Brady – Group Strategy Director

Teddy Stoecklein – Group Creative Director

Amos Goss – Creative Director

Mary Hanifin – Executive Director of Creative Services and Production

Dan Bailin – Client Strategist

Bobby Pfeiffenberger – Associate Creative Director

Kristen Kriisa – Senior Copywriter

Jerry Izzo – Senior Integrated Producer

Kateri Carelli – Senior Integrated Producer

Patrick Krulik – Associate Creative Digital Director

Stephen Berkman – Photographer