Organic food retailer Biocoop wanted to push their ethical farming message to a wider digital audience- but stay core to their values by keeping carbon emissions to a minimum. This corporate social responsibility case study looks at how the firm produced the most eco-friendly ad ever.
Case study summary
• Organic food retailer wants a marketing campaign that truly reflects its ethos
• Agency rethinks entire production detail from scratch to reduce carbon footprint
• Ad got 10,421,251 impressions on Twitter only with 1455 tweets including the word ‘genius’
The challenge
BioCoop was founded by farmers and consumers truly committed to a greener and more responsible planet.
Biocoop asked the agency Fred & Farid Paris to raise awareness about their ethics and philosophy. The campaign needed to stay true to their DNA. The idea was to produce the first eco-friendly integrated campaign ever.
The solution
To do this, the agency had to rethink every single production detail from scratch and find green innovative ways to address every touchpoints.
Plane transportation, use of actors, postproduction or digital retouching were banned.
The agency took special care to control the origins and compositions of all devices, built some of them when needed, reused old techniques to shoot prints and films, and invented new ones on the Internet and social networks.
The results
7,312 total tweets by 5,733 users
10,421,251 impressions on Twitter only
98 % positives mentions
+ 156 000 visits on Twitter profile
+ 2300 followers
1455 tweets including the word « genius »
