Early applications in the London Underground
Early flex of the new brand identity and creative platform left space for more aspirational photography and family-orientated USPs.
From a performance standpoint, it did really well to drive brand awareness and preference, but part of the new brief was to bring it back to a more mission-driven message.
To do that, the illustration route made a lot of sense to create a more relatable character for all potential customers - individual, couples and families. The copy also need to be calling out clear "green" USPs, tapping into the zeitgeist of climate change which the business model of Farmdrop is built around, while talking to the reality of the customer who demands ease, convenience, and low barriers to help.