The Refreshingly Real campaign, funded by The Can Manufacturers Institute, was established to encourage acceptance of canned foods and beverages by a normally food-critical, health-focused audience.
Look East decided to take a unique approach. In order for primary grocery shoppers to feel empowered, they needed to feel like the hero of the family. A typical mom is very concerned about the nutrition and safety of her family. Instead of putting cans front and center of the campaign, Look East created an online community for moms to connect. The campaign also offers information about nutrition, sustainability and safety, paired with a bit of humor, where mothers can feel good about the choices they are making for their family at the dinner table.
The first step was to identify the target audience: Moms. But what kind of moms? CMI enlisted Look East to utilize their expertise in stakeholder mapping through digital ethnography. The process allowed Look East to break mothers into five archetypes, complete with buyer personas to correctly target the information through Refreshingly Real.
Once the target audience was defined, Look East created a message blueprint that would provide the strategy for website development, influencer engagement and overall social strategy.
After the messaging strategy was developed, Look East created the website as a place to house recipes, facts, FAQs and DIY ideas.
The final component to this campaign was the influencer engagement and tour. Look East vetted influencers active in the lifestyle blogging sphere. Influencers had to identify with the “Wellness Mamas” archetype, defined by the digital ethnography. We identified influencers that were mothers that were removed from the ag industry, college educated, had an active and sizeable social following, critical of food health and safety, sometimes concerned about being a “bad mom,” open minded to all food production systems and mentions of attempting a healthier lifestyle through buzzwords like “local,” “fresh,” “organic.”
Nine digital influencers spent three days in Indianapolis, Indiana, following tomatoes from the farm to the can and even beyond to the dinner table. The tour gave influencers an up-close look at farms and nearby canning facilities. Throughout the tour, influencers witnessed the sprawling fields of produce, met the farmers and watched produce be inspected for high quality standards. They learned about the growing and harvesting process, watched the tomatoes arrive at the canning facility to be prepped and canned and enjoyed gourmet meals from award-winning chefs that featured canned ingredients.
No question was off limits during the tour and the influencers walked away with a greater appreciation of canned foods and relationships with industry experts to lean on when their followers have questions.