lightlife Branding

GREENFIELD LUNCH KITS

How Greenfield Empowered Parents to Choose Sustainably

Greenfield is a small but rapidly growing brand among conscious consumers. When they launched a new product format (kits) targeted at parents, we developed a campaign designed to increase the relevance of these Kits for ‘conscious’ and ‘responsible’ parents who prioritize eco-friendly choices for their families. The campaign aimed to convert this group at store level while encouraging them to teach their kids about sustainability through actionable choices rather than just lecturing.

Supported by our partnership with Earth Rangers Canada, all in-store and out-of-store efforts were validated through strong sales results, showing that consumers were eager to purchase Greenfield based on its value proposition. The campaign reinforced the brand’s commitment to sustainability and ethical consumption, leading to a 21% increase in national sales while also driving higher velocity in stores.

9.1MM+

Impressions

15.5% Brand Awareness Lift

205k Incremental Users

2.4MM+

Unique Shoppers

Earth Rangers Disseminated 50K+ Eco-activities to Email Subscribers

(23.6% average open rate)

Parents face numerous daily challenges, from getting their kids to eat healthier to finding products their children genuinely enjoy. They also grapple with leaving a ‘positive legacy’—ensuring their actions today help shape a better future for their children. Greenfield empowered parents to contribute to that legacy by offering products they could feel good about, knowing their choices made a positive impact on their community and the environment.

We partnered with Earth Rangers Canada to support their educational and activity-based eco-programs, inspiring the next generation of conservationists. For every purchase of Greenfield products, 50¢ was donated to these programs, reinforcing the brand’s commitment to sustainability.

We drove broadscale awareness of Greenfield through digital activations, targeting the ‘Conscientious Parent’ audience. Inspired by a meaningful offer and supported by impactful POS signage that reinforced the brand's equity and sustainability values, our campaign focused on encouraging trial and conversion of Greenfield products.