Why
De Groene Weg
chose Artica.
You’re a national organic butcher looking for one agency to fulfil all your brand ambitions… De Groene Weg knew it was time for our creativity from the Netherlands. And look at what we created! We took the brand further by examining trends, sentiment, opportunities and barriers. As the creative agency of De Groene Weg, we have achieved great things in two-and-a-half years, truly managing to touch the target audience with our 360º approach.
Payoff
They already had a unique story. All we had to do was to tell it. ‘All’? Because how do you show that you literally do more for the piece of meat you see on your plate? You have to start with a strong concept and an appropriate payoff. And we came up with ‘De Groene Weg does more for your meat’. It can be that simple!
Website
The website forms the basis. It features blog articles, farmer’s stories, recipes, news items and videos, with new relevant content every week. We literally went to the farm for that, where every piece of organic meat comes from! We not only gave meaning to ‘doing more for meat’, but also doing more for animal welfare, doing more for the barbecue, doing more for innovation, doing more for Christmas...
Social media
What about social media? De Groene Weg didn’t have that at the time. And yet, one year later, they have a reach of almost ten million and thousands of followers. Our unique content – about animals, farmers and butchers – was a hit.
We know what you’re thinking. ‘What about offline?’ Well, there was POS material for butchers, information packs for farmers, and a magazine that came out five times a year. That’s why you came across De Groene Weg everywhere – always with a link to take you online, of course. We made the brand big in all kinds of ways.
Video
From farm to fork. In several videos, you will discover ‘de groene weg’ (the green way) of organic meat, with farmers, butchers and consumers all sharing what ‘doing more for meat’ means for them.
Doing more for meat
