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 (besides making delicious items to savor) is to donate 100% of its profits to the Grace Farms Foundation, which addresses various humanitarian injustices and causes.

The business model is similar to Paul Newman’s “Newman’s Own”. Grace Farms Foods donates 100% of its profits to its non-profit parent organization, Grace Farms – a sprawling 80-acre natural landscape with award-winning architecture that serves as a hub for transformation in New Canaan, CT where Grace Farms holds enriching community events bringing together world leaders to tackle global issues like modern slavery, forced labor, and human trafficking while supporting worthy causes like empowering indigenous female entrepreneurs.

GFF approached Truth Beauty Now, my company, to create several social media campaigns to build awareness for the brand which they ran with their wider launch. We created four campaigns for Facebook and Instagram, two of which we animated, and one was a stop-motion video campaign that was posted on both platforms.

The insight: many do-gooder brands advertise donating a fraction of their profits to a cause so consumers can feel good about their purchase.  But Grace Farms donates 100%. The idea: Is your coffee (tea or cookie) doing good or doing something greater?

CD/CW: Paula Dombrow,  CD/AD: Florence Buchanan,  Designer: Patrick Langschwager, Agency: Truth Beauty Now LLC.

“100% IS GREATER”

“GOOD TO GREATER”