MadeGood / Riverside
MadeGood / Riverside
MadeGood / Riverside
MadeGood / Riverside
Snack Back To School
Snack Back To School
Snack Back To School
Snack Back To School
Client
MadeGood / Riverside
MadeGood / Riverside
MadeGood / Riverside
Services
Campaigns, Writing, Art Direction, Production
Campaigns, Writing, Art Direction, Production
Services
Campaigns, Writing, Art Direction, Production
Year
2020
2020
Year
2020
Snack Back To School.
Psst! MadeGood has a big secret: it’s made with a full serving of veggies. But up to this point, it wasn’t something widely known, and something their competition lacked.
Snack Back To School.
Psst! MadeGood has a big secret: it’s made with a full serving of veggies. But up to this point, it wasn’t something widely known, and something their competition lacked.
The Enemy
MadeGood is one of the fastest growing snack products in the aisle, and was experiencing a massive increase in their distribution across Canada and the US. That was awesome, but a small wrinkle: they needed to create and launch a Back To School campaign for multiple markets in less than a month and with limited budgets!
While the back-to-school season is prime time for the category, in 2020 the pandemic meant it was a time that looked different for every family, especially as health was top of mind. Add to this a need to create dozens of videos to support a highly targeted, multi-platform performance campaign and only a month to get it all done, there was a lot to do and not a lot of time to get it done.
(Spoiler: we got it all done and it was great)
The Enemy
MadeGood is one of the fastest growing snack products in the aisle, and was experiencing a massive increase in their distribution across Canada and the US. That was awesome, but a small wrinkle: they needed to create and launch a Back To School campaign for multiple markets in less than a month and with limited budgets!
While the back-to-school season is prime time for the category, in 2020 the pandemic meant it was a time that looked different for every family, especially as health was top of mind. Add to this a need to create dozens of videos to support a highly targeted, multi-platform performance campaign and only a month to get it all done, there was a lot to do and not a lot of time to get it done.
(Spoiler: we got it all done and it was great)
The enemy
MadeGood is one of the fastest growing snack products in the aisle, and was experiencing a massive increase in their distribution across Canada and the US. That was awesome, but a small wrinkle: they needed to create and launch a Back To School campaign for multiple markets in less than a month and with limited budgets!
While the back-to-school season is prime time for the category, in 2020 the pandemic meant it was a time that looked different for every family, especially as health was top of mind. Add to this a need to create dozens of videos to support a highly targeted, multi-platform performance campaign and only a month to get it all done, there was a lot to do and not a lot of time to get it done.
(Spoiler: we got it all done and it was great)
01
01
The Insight — Good things in = Good things out
As every parent knows, good food = good energy. This means kids can do the things they care about the most like sports, art, and academics. Bonus points for MadeGood — their organic, school safe snacks were LOADED with good stuff, like carrots, beats and broccoli (KIDS, LOOK AWAY!!). So no matter what back to school looked like, MadeGood made good sense.
The Insight — Good things in = Good things out
As every parent knows, good food = good energy. This means kids can do the things they care about the most like sports, art, and academics. Bonus points for MadeGood — their organic, school safe snacks were LOADED with good stuff, like carrots, beats and broccoli (KIDS, LOOK AWAY!!). So no matter what back to school looked like, MadeGood made good sense.
02
02
MadeGood, made fast
With only a few weeks until the kids stormed the hallways, time was definitely of the essence. We worked with our production partners, Scout Media, to cast camera friendly kiddos and set up an intensive shoot at Sterling Studios to capture our talent enjoying all that tasty, veggie goodness.
Once we had it all in the proverbial bag, our good friends at LookOUT! Studio helped create the custom graphics to bring the concept to life in glorious CG.
MadeGood, made fast
With only a few weeks until the kids stormed the hallways, time was definitely of the essence. We worked with our production partners, Scout Media, to cast camera friendly kiddos and set up an intensive shoot at Sterling Studios to capture our talent enjoying all that tasty, veggie goodness.
Once we had it all in the proverbial bag, our good friends at LookOUT! Studio helped create the custom graphics to bring the concept to life in glorious CG.
03
03
A Back To School Bonanza
The campaign output totalled a whopping 109 separate videos, created in multiple formats for cross-platform distribution across multiple markets, promoting multiple skews for both US and Canada pushing to both in-store retail purchase and e-commerce. Phew. It was a lot.
But it helped moved products just in time for the most hectic of seasons, and helped amplified brand awareness for MadeGood and its' uniquely special goodness in new markets across the US and Canada.
A Back To School Bonanza
The campaign output totalled a whopping 109 separate videos, created in multiple formats for cross-platform distribution across multiple markets, promoting multiple skews for both US and Canada pushing to both in-store retail purchase and e-commerce. Phew. It was a lot.
But it helped moved products just in time for the most hectic of seasons, and helped amplified brand awareness for MadeGood and its' uniquely special goodness in new markets across the US and Canada.
04
04
BTS & Beyond
We ended up working with the footage captured in our shoot as well as the various CG assets we created to develop additional spots for new SKUs and as a fast follow into the Hallowe'en season!
BTS & Beyond
We ended up working with the footage captured in our shoot as well as the various CG assets we created to develop additional spots for new SKUs and as a fast follow into the Hallowe'en season!
All partners will say they will work as an extension of your team but rarely they deliver on that promise. Friends and Enemies team are one of those rare partners. They have worked with our small and nimble team through any challenge we threw at them.
On top of being a delight to collaborate with and an amazing cultural fit to our organization, they always delivered strong strategic and creative thinking and innovative ways to get our messaging across.
