Earth Control week 6 2017

Challenge

Challenge Earth Control wanted to create awareness about their products salad toppings and snacks for part of their target group, which is people with a focus on the healthy choice. 

Solution Fitness Omklæding was chosen as part of the campaign, where posters were set up in the women's and men's changing rooms in Fitness World. The message on the poster inspired the target group to use the products in cooking. In addition, displays were set up in the same center where the target group could get a taste of salad toppings and at the same time get a recipe booklet. Fitness World is Denmark's largest fitness chain with around 470,000 active members. Over 75 % of the members are aged 20-49 and the group that spends far more money annually on experiences and pleasures compared to the general Dane. 

In addition, a video production was made for Facebook, which aimed to bring the rural atmosphere to the people in the big city. 

We know it from the country. Here roadside stall after roadside stall entices us to buy fresh strawberries, apples, potatoes and eggs etc. The idea that was chosen was the idea of bringing the roadside stall concept to the city. Earth Control delivered the fresh produce in brown paper bags which contained ingredients for one of their salad recipes from their recipe booklet. The road stall stood in the middle of two of Copenhagen's busiest squares and offered passers-by a salad kit from Earth Control. Citrusmedia filmed people's reactions and made an event video out of this.