Annie's mission is to cultivate a healthier and happier world by spreading goodness through nourishing foods, honest words and conduct that is considerate and forever kind to the planet.
An aspect of their mission is to inspire change, educate, and lead by example.
Annie's Homegrown currently generates sustainability reports and have done so for 8 years.
They would benefit from media attention showcasing their efforts in a way that influences the community.
They currently give away stickers to paying customers for fun, available on their website.
We have proposed a social ad campaign that would encourage followers to engage with the company's sustainability goals, and earn/collect stickers by acting sustainably. Annie's main target audience is parents, particularly mothers purchasing food for their children.
Social media campaign encouraging followers to post a picture of themselves acting sustainably with "sustainabunnity" bunny ears, [The #sustainabunnity sign is a hand gesture similar to victory sign; Index finger pointed straight and middle finger folded inwards while the other fingers are clenched.] explain how they have made a difference on the environment, and tag #sustainabunnity.
The proposed hand sign could also create a viral campaign with influence similar to the Hawaiian "shaka" but associated with the wholesome brand and the sustainability movement. Followers could earn the Bernie stickers pictured below, with each color representing an aspect of environmental sustainability
The blue sticker : conservation of water.
The green sticker: energy efficiency.
The pink sticker: waste & recycling efforts.
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