To launch Horizon's plethora of snacks and dairy projects, we wanted to connect our Organic promise to our greatest reason to believe: Kids. Kids are our gold standard, and are the reason why we do what we do. So when we had to connect our Organic story to kids, it was simple. Kids are so wonderfully weird, that they don't need anything extra weird in their food.
When we wrote our campaign line, "we're all for weird, just not in food" we realized that all we needed to do was remind parents of the wonderful weirdness in their own kids, by simply showing a film that celebrates the wonderfully curious, imaginative weirdness in all kids. So that's exactly what we did. We then screened these commercials before all the kids films the entire summer, where parents and kids would be watching the spots together.
Before we were able to launch the "We're all for weird, just not in food" campaign, we first had to launch "grow the kids", the Horizon tagline and brand promise. We had a very small budget, with a huge need for print and pre-roll so we made these print ads from the POV of a child that could speak directly to parents without any of the typical Organic scare tactics. We expanded Horizons logo to incorporate the new "Grow The Kids" tagline, and developed the Horizon's kid-like voice and graphic world.
As part of our Grow The Kids brand work, we launched small with a digital experience that positioned Horizon Organic as an ally to parents in all things parenting. We proposed creating Urban Pastures, a simple tool for parents to easily find things to do with their kids no matter where they are, what the weather, or time of day. The simple swipable suggestion mobile experience aggregated various APIs to pull in kid appropriate suggestions related to your location, curating the suggestions based on interets, availability, time of day, and weather.