Grace Farms Foods was a startup, launching a line of indigenous female-grown coffees, organic artisanal teas, and chef-inspired chocolate chip cookies. The purpose of the brand is to donate 100% of its profits to the Grace Farms Foundation, which addresses various humanitarian injustices and empowers female entrepreneurs. The business model is similar to Paul Newman’s “Newman’s Own” brand.
GFF approached Truth Beauty Now, my company, to create several social media campaigns that would help build awareness for the brand. We created three campaigns for Facebook and Instagram as well as three stop-motion videos for both platforms. All was done on a shoestring.
The insight: many do-gooder brands advertise donating a fraction of their profits to a cause so consumers can feel good about their purchase. The brand truth to communicate: Grace Farms Foods donates 100% of its profits to make a difference, from abolishing modern slavery to helping empower female coffee growers.
The Concept: Is your coffee (tea, cookie) doing good? Or doing something greater?
CD/CW: Paula Dombrow AD: Florence Buchanan Designer: Patrick Langschwager COMPANY: Truth Beauty Now LLC.
