Wholesome Brand Consideration

After completing a rigorous and comprehensive pack and brand refresh, Pure Harvest needed to build stronger brand awareness and consideration in its category. Facing increasing competition from imported multinationals, dominant local brands and newcomers alike, PureHarvest had to carve out a position of its own in the crowded field or risk being lost as just another commodity.

Fluid's key insight from the brand and customers was that PureHarvest used only whole, natural, organic ingredients. Focussing on the simplicity of the ingredients allowed Fluid to connect the brand to the audience's desires for less processed, more natural products. The tagline 'Enjoy more from less' spoke to this proposition but needed further explanation to help embed the message in the audience's mind.

Furthermore, the new brand assets needed to be more famous in the category to help build them into distinctive, memorable assets. Fluid developed a campaign that used PureHarvest's pack illustration style to tell a story that marvelled at nature's ingenuity and how we are privileged to get so much nutrition from such tiny seeds. The campaign was to deliver greater awareness and consideration of PureHarvest as the more natural option, with outdoor, digital, TV and retail activations to spread the message.

The campaign launched in Q4 2022 with over 150,000 views in the first few days.