The initiative from DNA introduces 'Everyone Friendly' platform for the New Orleans baking and cooking company
Has it ever been more challenging to serve something that everyone will eat? With today's wide range of dietary preferences, it's almost impossible to create a meal that is gluten-free friendly, keto-friendly, carb-conscious friendly, heart-health friendly...or in short, 'Everyone Friendly'. Luckily, this is Swerve's sweet spot.
Swerve, a fast-growing baking and cooking company based in New Orleans, is introducing its sweetener to consumers through an all-encompassing brand and advertising platform from DNA in Seattle that positions Swerve as the 'Everyone Friendly' sweetener. This line speaks to Swerve’s sweetener family which is designed for everyone. Swerve sweeteners are zero calorie, zero carb, plant-based, natural sugar replacements that appeal to individuals regardless of dietary preferences or restrictions. They taste, measure and bake just like sugar - so 'Swerving' favourite recipes by swapping Swerve in for sugar is easy and tasty, and much healthier.
“Swerve is a company born and raised in New Orleans, a city that is known for inclusivity, great food and having a great time with people you love,” explained Andy Armstrong, CMO at Swerve. “Swerve lives and breathes this idea - we are all about living the sweet life in a healthy way. Our products make it easy to bring people together to share great tasting, better-for-you food.”
The advertising features a series of videos and social media posts that bring Swerve’s key product attributes to life and demonstrates that one cup of Swerve is equal to one cup of sugar—without the downsides of sugar. For those who are Keto, are trying to reduce sugar consumption, or have other dietary needs, Swerve is the ingredient that enables everyone to indulge in better-for-you treats. In fact, all the cookies, cupcakes and other foods featured in the campaign were made with Swerve.
“These days, everyone seems to have special dietary needs, which can be a challenge when people come together for a meal. So we pushed off that tension when coming up with the idea of ‘Everyone Friendly,’ explained Allyson Paisley, creative director at DNA. “Swerve is an inclusive product that led to an inclusive idea - nearly any kind of food need can be met with their product, and it’ll still taste great. It's literally everyone friendly.”
In addition to developing a variety of ad formats, DNA created Pinterest and Instagram content that drives directly to Swerve recipes. They also crafted media partnerships and content with Pandora and Bon Appetit. The content features energetic moments of friends and family together indulging in treats where Swerve has been used in place of sugar. The talent featured in the ads reflect Swerve’s inclusivity, and are a mixture of Swerve employees, friends and family of the Swerve team, and New Orleans locals.
The work created by DNA is based on the campaign the agency presented in pitching the account earlier this year. The new advertising marks the first national advertising campaign for the brand. Swerve has grown its footprint beyond traditional health food stores and is now featured in supermarkets and grocery stores throughout the United States and Canada.