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GREENFIELD LUNCH KITS
HOW GREENFIELD EMPOWERED PARENTS TO BUY SUSTAINABLY
DEFINE THE PROBLEM
Greenfield is a small but rapidly growing brand among conscious consumers. With the launch of a new product format – Greenfield Kits – our challenge was to increase their relevance with eco-conscious parents. This audience prioritizes environmentally-friendly choices for their families but needed more compelling reasons to convert at shelf. The campaign needed to connect purchase behaviour with sustainability, inspiring parents to teach their kids about eco-conscious living through action, not words.
THE IMPACT
The campaign reinforced Greenfield’s commitment to sustainability and ethical consumption – driving a 21% increase in national sales and higher velocity in stores. Consumers clearly responded to the brand’s value proposition.
DESIGN THE SOLUTION
We positioned Greenfield as a partner for parents who want to leave a positive legacy for their children – offering products they could feel good about while knowing their purchase decisions make an impact. To bring credibility and depth to this message, we partnered with Earth Rangers Canada, aligning with their mission to educate and inspire the next generation of conservationists.
DEPLOY THE PLAN
Cause-Driven Purchase: For every Greenfield purchase, 50¢ was donated to Earth Rangers’ educational programs.
Awareness & Reach: Digital activations targeted the ‘Conscientious Parent’ audience, supported by impactful POS signage that reinforced brand equity and sustainability values.
Eco-Engagement: Earth Rangers extended campaign reach by delivering eco-activities to 50K+ subscribers, giving families actionable ways to practice sustainability at home.
Conversion at Shelf: Inspiring in-store messaging and meaningful offers encouraged trial and repeat purchase.
WHY IT WORKED
By connecting sustainability with everyday purchase decisions, Greenfield empowered parents to act on their values – giving them tools to educate their kids while making eco-friendly choices easier at shelf. The partnership with Earth Rangers provided credibility, impact, and scale, helping Greenfield grow as a trusted brand for conscious families.
ELEMENTS
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Online Video
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Partnership
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In-store POS
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Paid Social
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Email/CRM
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