UN(THINK)™
Project: Campaign for a product launch
Background
UN(THINK)™ Foods is a subsidiary of Canadian AgTech company AgriFORCE. UN(THINK)™ Foods leverages natural science to help regular grains, pulses, and root vegetables become flour-based products. They offer superior nutrition without compromising the taste, texture, and quality.
UN(THINK)™ is innovating the future of flour and raw ingredients with products like Power Flour, which will launch in February 2024.
The Ask:
To build awareness and consideration by highlighting the never before seen innovation of Power Flour.
Business challenge:
To leverage Millennials’ awareness of healthy living by encouraging them to invest in UN(THINK)™'s new product launch, solidify brand loyalty and increase revenue.
From the client brief, UN(THINK)™ had a specific target they wanted to focus on:
Health-conscious Millennials
Ages 26-40
Based on my research, Millennials prioritize health and wellness more than any other generation. Wellness is a daily, active pursuit for Millennials. They are eating healthier and exercising more than previous generations.
Health-conscious Millennials avoid flour because they don’t think it’s healthy to consume.
They shared their thoughts on Twitter.
They’re also unsure about the origin or process of all-purpose flour, making them question its nutritional value even more.
I'm not too sure about the origin of flour. I'm not sure if it's something that's grown or something organic. When I think about flour, it's kind of like white bread. - Brian, 27, New York City
*8 in-depth interviews
The First Loop
Insight:
Millennials have begun to associate stress with eating because of overwhelming misinformation and opinions. Therefore they seek to regain control of their eating habits.
Message:
There’s no need to think with Un(Think)™!
After grouping with the team and meeting with the client, we discussed something intriguing about flour that made me want to dig deeper for a second loop.
Flour is essential and versatile. There are very dishes around the world that is made with flour!
The Second Loop
A GAME-CHANGER DISCOVERY:
YES! Millennials are health-conscious, BUT they also care about their cultural hertiage.
Updated Target Name:
The Health-Conscious, Culturally Rooted Millennial
Millennials engage with their heritage, history, and culture through their own lens. They engage through music, food, fashion, arts and crafts, or even hanging out at local spots.
Culture is many things. Culture is food, but flour is culture.
UN(THINK)™’s innovation can help preserve culture.
Flour defines how you use it and triggers memories of childhood, family, and when you get together and eat bread and celebrate. If it was garlic bread, you shared it with pasta that you had for dinner. What about birthday cakes, when your mom bakes you a cake? It’s a part of your culture and your memories. - Lisa, 35, New Jersey
When I want to make something that reminds me of home, I use flour because that’s how you make pan-de-Bono in my home country. Although, nothing you or I can ever make will be as good as our grandmothers. - Mavis, 28, New York City
*8 In-depth interviews
Unfortunately, flour's importance to cultural expression is undercut by Millennials' perception that flour is not good for them.
This led me to a stronger insight:
Insight:
Millennials' fear of flour is making them resist the very foods that are most critical to their identity.
Message:
UN(THINK)™'s more nutritional flour will power up your traditions.
The (UN)OFFICIAL Sponsor of Cultural Innovation
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Experiential
Campaign Assessment
Website Traffic
Driven by display ads, creative calls to action, and sponsored social content.
OOH
Passing Awareness & consideration through exposure can build frequency for those with recurring commute travel patterns.
Newsletter Sign Up
Provides an audience size where the brand can track engagement and a bridge to tap into these people at a later time.
Increased Social Following
Driven by Influencer partners sharing their audience, Sponsored content.
Experiential Event
Created social engagement like shares, posts, reposts, tagging, and hashtags. Build awareness, and consideration, and stimulates intent to purchase.
