Pure & Sure, the organic food brand, approached us with the task of growing their business across India. Our consumer research threw a lot insights and drew us to the conclusion that in order to do so, they needed to stand behind a bold & differentiated brand purpose. Thus was born, the Clean Food Movement – which stemmed from the innate human emotion to protect the loved ones from any harm rising out of food adulteration. It was a simple and strong belief that everyone had the right to clean food, free of chemicals and harmful additives. With children at the helm, asking the right questions, the movement gained momentum.
Social media micro influencers kickstarted the digital campaign by postings teaser videos of kids protesting. From thereon, it lead to a reveal of the launch video with kids demanding the right for clean food. The entire campaign is centered around the brand property portal – www.cleanfoodmovement.in
