Strong Roots

Let's Be Real is Strong Roots' first global brand platform, created with Don't Panic. It starts from a simple truth: eating well often falls apart in a busy week. Rather than lecturing or promising perfection, the campaign embraces everyday mess. It presents Strong Roots as the ally that makes veg-led snacks, sides and midweek meals tasty, easy and exciting to eat.

The OOH lets the food do the talking. Product shots sit on the brand purple, with playful serving ideas and Irish-tinged, pun-led headlines like "Skinny Dipping Fries" and "A Crinkle Cut Above". The platform line is left off the posters entirely, so the food builds the brand.

Credits
Agency: Don't Panic · Creative Directors: George McCallum, Georgia Stephenson · Designers: Francesca Levi Morenos, Thiago Valenti · Production: Blinkink · Director: Daniel Quirke

Publication