Eat Better
KRAV
Agency / ANR BBDO
Role / Art Director
Project / Branding Campaign
When we started working with Krav, Sweden’s leading eco-label, they wanted to broaden their image through a different branding campaign. Their main goal? To attract new audiences beyond the classic 40-something yogi mom and change how people perceive organic food.
Typically, organic food conjures images of healthy options like selleri smoothies and seitan steaks. But Krav’s lineup includes plenty of products that aren’t traditionally seen as health foods—think french fries, ice cream, and pizza. We decided to play with this contrast by launching the campaign right at the start of the new year, tapping into Sweden’s favorite resolution: “to eat better.”
Our campaign was everywhere—from the Stockholm metro and DOOH screens across Sweden to short films online and social media, not to mention print ads in the country’s largest daily newspapers. By showcasing Krav’s diverse range with a touch of humor and bold design, we successfully shifted perceptions and made organic food exciting and accessible to a broader audience.
The campaign was awarded a Diploma in Annonsering at Guldägget. You can read more about the campaign on Resumé.
