Kashi Transitional Farming — Andy McLeod | Product Designer

Andy McLeod | Product Design | Creative Direction | Design

This Kashi campaign turned the challenge of transitional farming into a simple consumer action. Farmers transitioning to organic practices spend three years farming organically before they can earn organic prices, so Kashi used products made with transitional ingredients to help support them through the process.

We wanted to show people joining the solution is as easy as biting into a delicious, cookie- inspired bar that uses transitional ingredients.

In other words...

What is a Snacktivist?
It’s someone whose inner activist screams volumes, but maybe with an indoor voice.

It’s the farmer who is taking a risk by converting land to organic.

It’s someone making a difference in our food system one delicious bite at a time.

Activation

The All-American Organic Market
At first glance, it looks like any farmer's market. But every bin contains just one organic fruit or vegetable, visualizing the reality that only 1% of U.S. farmland is organic.

Activation

Parking Spot Crop-Up
A mini field crops up in parking spots crop up of major retailers to represent the 1% percent farmland in the U.S. that’s organic. Shoppers are urged to change that number by becoming a Snacktivist.

Activation

Snacktivism On Tour
We’ll sponsor a cross-country tour via tractor spreading our message along the way.

Tour stops will host Farmer Roundtables where we connect with farmers along the way and educate them about Certified Transitional while gaining insight to their feelings on converting to organic practices.

Selected executions including print and online advertising were produced. The remaining work illustrates the broader campaign platform and how the idea could scale across retail, experiential, and digital channels.

My role:
Creative Direction
Campaign Strategy
Design
Art Direction
Experiential Concepting
Client Engagement