By the minneapolis egotist / /
Navitas Organics, a pioneer in the organic superfoods space and certified B Corporation, hired Haberman, a creative engagement agency dedicated to telling the stories of pioneers making a difference in the world, to develop a consumer campaign based on the brand’s mantra, “Live Life Positive”.
Açaí. Cacao. Matcha (not to be confused with Maca). Camu. Turmeric. Superfoods can be intimidating—what exactly are they and how do you use them?—not to mention hard to pronounce. In collaboration with the Minneapolis animation studio, MAKE, Haberman created “The Super Effect” campaign with friendly, engaging and whimsical motion graphics to demystify organic superfoods and show how adding them to your life benefits mind and body, setting into motion a chain of positivity.
“There is an interesting challenge when it comes to superfoods—they appear to be everywhere, yet they are still confusing to consumers. There is an intimidation gap that we need to close. Consumers know these products are healthy and nutritious but are still confused on how to use them and integrate them into their daily diet,” said Brooke Golden, VP of Marketing + Innovation, Navitas Organics. “We wanted this campaign to help overcome that gap and show how a small addition to your daily life can be a step towards living life positively and creating healthy habits. The fun and fresh work Haberman has created does just that, inviting new audiences to experience the amazing benefits of superfoods and start a super effect in their day.”
“Navitas Organics is a pioneer in their category of nutrient dense organic food, and we were honored to bring not only the intelligence of the brand forward, but also their inviting and playful spirit,” said Jeff Berg, Creative Director + Partner, Haberman. “Speaking to Navitas’ authenticity, with clever animation we were able to show the accessibility and approachability of superfoods with a scoop or a sip. This super effect creates a ripple effect—projecting positivity to others and the world around you.”
The campaign launches mid-July with a digital anthem video, digital banners and rich media, paid social, and a landing page with GIFs. The targeted campaign will debut in two markets (Philadelphia and San Francisco) with a goal to expand next year. The work, which can be viewed here runs through September.