You can't buy local, if you don't know what's local
Project: Pick Local
Services: Design, Branding, Advertising
A quarter of UK consumers would pay up to 25% more for local produce. That’s a big deal if you’re a local producer. And a really big deal if, like our client McCarthy’s, you’re a local produce wholesaler. McCarthy’s asked us to help tap into this opportunity by clearly signposting local produce for consumers, creating an overarching branding device that could unite independent producers and their products and stand out where it really mattered – on the shelf.
The most powerful media available is the media you own already.
We knew we couldn’t rebrand every producer we worked with – but that the combined owned media reach of every piece of packaging was a vast opportunity. We also knew that we couldn’t passively signpost a product’s regional creds – sadly in an era of fake farms and faux-authenticity in some large supermarkets, passive messaging just wasn’t going to cut it.
And so Pick Local was born – a watermark, a seal of credibility, a badge of honour that could be placed prominently on any surface we needed it to be. Not to mention a constant call to action, simply and directly asking consumers to put their money where their hearts are.