Making Farm-to-Table the Sustainable Choice

MilkRun provides consumers with locally produced, sustainable and high-quality food products delivered directly from farms. When expanding into new markets, they needed to establish credibility by tapping into the local sustainable food culture. joyful was tasked with developing a multi-channel campaign that would promote brand awareness for MilkRun in three cities.

The first step was to identify MilkRun’s niche in the food delivery sector, which was providing consumers with locally produced goods, freedom of choice, and delivery services. joyful then developed a succinct tagline, “Local. Farms. Delivered,” which highlighted MilkRun’s unique selling points. Additionally, we needed to teach consumers the benefits of sourcing food locally and tied this into the brand’s acknowledgement of the Radical Farmer, creating the “Rad / Sad” campaign, bringing the visual difference in food from MilkRun in juxtaposition to other sources.

The launch strategy for MilkRun’s new markets was focused on celebrating this point of difference while celebrating local farmers and stressing the importance of sustainable land use.  We boosted this messaging by also creating events where renowned chefs in each city designed meals using ingredients provided by the farmers.

Local musicians were hired to perform at launch events, and local production teams were used to make a true investment in the community.