By: Dave van Loon Tue 10 Sep · reading time 1 minute News
Today, online supermarket Crisp is launching a campaign that gives a platform to farmers and other small-scale food producers. Crisp calls them ‘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.
In the new campaign, Crisp wants to make 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 goal to stimulate the sale of regeneratively grown vegetables and fruit. “To change the food system, we need pioneers who dare to do things differently,” says Rózsa Groothoff, creative director at Crisp.
“These are, for example, pioneers who grow vegetables and fruit 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.
All creations are developed by Crisp’s ‘in-house’ advertising agency, a 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,” Groothoff explains in a press release from Crisp.
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“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 did the voice-overs. That purity has characterized the Crisp brand from the beginning.”
Crisp Groothoff is clear about the objective of the campaign: “We are literally bringing food back into the streetscape as nature intended. And so we are not only selling the products, but also the philosophy behind them.”
