Bolthouse Farms released the final film as part of their new beverage campaign, “Farm to You.” In a series of five spots, the brand highlights its hundred-year farming heritage and the premium beverages' accessibility as a nutritious snack alternative. The digitally native campaign coming from Bolthouse Farms and The Many's partnership leans on CGI to seamlessly bridge the gap between the brand’s farming heritage and the occasions for a nutritious snack.
“Our goal was to develop a campaign message that builds on our heritage in farming and celebrates the real ingredients in all Bolthouse Farms® beverages,” said Alice Nelen, Marketing Director, Bolthouse Farms. “The films demonstrate the versatility of our portfolio, the convenience of consuming Bolthouse Farms beverages throughout the day, and how our beverages can uniquely bring the goodness of the farm to consumers.”
"We wanted to incorporate the aspirational qualities of farm life and juxtapose those with the realities of modern life, and how Bolthouse Farms can give you a taste of that no matter where you are," says Celine Faledam, Associate Creative Director at The Many. "Few brands have as much genuine farming heritage as Bolthouse Farms, so that's something we wanted to convey."
Tell us about your role in the creation of this work.
We worked closely with Bolthouse and our strategy team to develop a concept that was authentic to the brand and the product.
Give us an overview of the campaign, what is it about?
We’re all looking for a little farm-cation in our busy lives. A moment to stop, sit and nourish ourselves with good farm-grown produce. Each of the 10-second films connects Bolthouse Farms® with everyday moments, whether on the subway, in the gym or at the office, by literally infusing the farm into urban life - strawberries growing on station platforms and desk lamps transforming into apple trees. By tapping into those specific time-based occasions, it also reframed juice as a viable snack alternative.
Tell us about the details creative brief, what did it ask?
The challenge was to create a brand campaign that leans into the Bolthouse farms heritage and repositioned juice as a nutritious alternative to other on-the-go snacks.
Which insight led to the creation of this piece of work?
In a category where products are all too similar, Bolthouse Farms has a rich 100-year farming heritage - a real, authentic truth. The cultural insight was also born from people’s interest in the farm-to-table movement and increasing desire for a closer connection to the source of their food and to farmers who grow their produce.
What was the greatest challenge that you and your team faced during development?
The major element in the films relied heavily upon VFX (for example, the lamp transforming into an apple tree) and this required a lot of imagination during the shooting process.
What did you enjoy most about seeing this campaign through? Did you learn anything new from the experience?
Seeing the magic of VFX come to life was both the most enjoyable and illuminating part of the project. Understanding the logistics both on set and in post-production was a great learning experience.
Where do you see this campaign going in the future?
Having established Bolthouse Farms as the brand that brings the farm to you, the stage is set for future activations and campaigns to play a more active role in connecting people with the farmers that grow their food.