( 01 Case study — Editorial )
A vegetable box scheme that stopped describing its produce and started showing what turned up that week.
Client
Verdant Growers, Bristol
Year
2022
Services
Campaign
Art direction
Sector
Food
Direct to home
Duration
Eight weeks
Apr – Jun 2022
Team
Partner, strategist
designer, photographer
Verdant delivered vegetable boxes to eleven thousand homes and advertised them with the same words as everyone else: fresh, local, seasonal, honest. Four adjectives that describe every box scheme in the country.
The product was genuinely different — boxes are packed from whatever the farms cut that morning — and none of the marketing said so.
The campaign is a photograph of this week’s actual box, taken the morning it is packed and published without retouching or restaging. The copy is the contents list.
No adjectives were permitted anywhere in the campaign. What that removed turned out to be the entire brief.
We stopped describing the vegetables and started photographing them.
Ruth Deller — Founder, Verdant Growers
Pl. 01 Week nineteen, as packed
Pl. 02 Crate study, unretouched
Pl. 03 Contents list, printed insert
The campaign ran a full year without a single restaged photograph, the week’s image shot at the packhouse and published the same day.
( 02 Ninety days later )
+2.3k
Subscribers
Net new boxes in the twelve months after launch.
0
Adjectives
Descriptive words used across the entire campaign.
52
Photographs
One a week, each shot the morning it was packed.
−18%
Churn
Cancellations against the year before the campaign.
Let's make
something
lasting