Regenerative organic farmer Folkert Botma puts up advertising posters himself
It may be a somewhat unusual sight: a farmer sticking up advertising posters in the middle of the city. Today, B Corp supermarket Crisp is launching a campaign that gives a platform to pioneers who do things differently. With the mission to change the food system, the campaign is aimed at making small-scale big, and stimulating the intended transition to more nature-inclusive farming in the Netherlands. These are farmers who work with nature to increase biodiversity, restore the soil and reduce nitrogen. “We are literally bringing food as nature intended back into the streets. And so we are not only selling the products, but also the philosophy behind them,” says Rózsa Groothoff, creative director at Crisp.
Regenerative organic farmer Folkert Botma from Botmas farm
Making regenerative agriculture famous
In the new campaign, Crisp makes the small-scale visible on a large scale. Earlier this year, the grocery app received the B Corp certificate and was the first supermarket to announce a concrete objective to stimulate the sale of regeneratively grown fruit and vegetables. “To change the food system, we need pioneers who dare to do things differently,” says Rózsa. “These are, for example, pioneers who grow fruit and vegetables with attention to biodiversity and soil restoration. Or fishermen who catch fresh fish on the North Sea with one of the most modern, electric cutters in the world. In our purchasing policy, we give priority to products from these pioneers and take on a part of the education.” The campaign is visible via online video, paid ads, (digital) out of home and has also been translated into a television commercial.
Real emotion in the street scene
All creations are developed by Crisp’s in-house agency. An in-house studio with creative conceptors, art directors, copywriters, designers and producers. Both the farmer and the future generation are given a face in Crisp’s expressions. “To make a complex subject such as regenerative agriculture accessible, we give the floor to the pioneers themselves,” Rózsa continues. “We then presented the farmer’s ideas and the associated products to our most critical taste panel: children. In these expressions we portray real emotions: still tasteful and delicious, but not perfection. The children who enjoy delicious food are therefore not models, but family members and friends of ours. And one of our colleagues has recorded the voice-overs. This purity has characterised the Crisp brand from the very beginning.”
The campaign film can be viewed here:
For more information:
Crisp
163-4 Lizzy Ansingh Street
1072 RG Amsterdam
Tel.: 097 010260661
[email protected]
www.crisp.nl
Publication date: Tue Sep 10, 2024
