MAKING EASTER MAGIC
Loving Earth is an ethically driven company that makes bean-to-bar whole food chocolate from regeneratively grown cacao. Their products are of high quality, simple, and close to their natural state. Meaning, they contain no inverted sugars, glucose, or stabilisers. They develop relationships with grower communities around the world to source the finest ingredients to make their plant-based chocolate bars in their solar powered factory.
For the 2022 Eater campaign our mission was to make Loving Earth the go to Easter chocolate for health and environmentally conscious. We planned to achieve this through providing spectacular imagery to our stockist for their newsletters, websites and social channels in addition to promoting our own online campaign.
Assets were widely adopted by our core retailers and distributors for their personal newsletters and social channels. It was great to see Loving Earth at the top of so many newsletters and promoted above the competition largely in part to producing so many assets to their stockists.
Concept Development / Photography / Videography / Set Styling / Photo Retouching / Video Editing
A FRESH RANGE OF FLAVOURS & AN EGG HUNT
The core collection of flavours included: Raspberry Dream, tangy raspberry, covered in cashew mylk chocolate. Tropical Creme, a fruity fiesta of passionfruit and pineapple covered in mylk chocolate and Magic Minis, 12 solid cashew mylk mini eggs in a very adorable Easter box.
In addition to the core collection, we hosted an Australia wide egg hunt featuring our Boobook Chocolate Eggs where we hid 6 pink foiled wrapped eggs in 6 different Boobook Chocolate Egg boxes. Those who did would win a year’s supply of chocolate and a wild Australian animal adopted in their name through WWF. The Boobook Chocolate eggs support the Great Forest National Park campaign; to declare the Mountain Ash forests to the east of Melbourne CBD, a National Park.
Boobook chocolate eggs with a lucky pink foil wrapped egg inside.
The idea for this campaign was inspired by a marketer friend who advised that our campaign would likely perform better if we utilised some cheesy holiday props like a bunny or easter basket. They personally found that the campaigns that did this, generally did better than the one’s that didn’t. So I decided to take the advice and proposed to create super kitch nostalgic angle to this years easter campaign where I would create a gaudy but glam scene to show off the bright fun packaging.
The mood board I created to help me visualise the kitch Easter vibe I was going for.
To give that classic easter feeling, I used a glitter paper to create the feeling of grass, then used grass bunnies to reenforce that feeling. The prop pulling it all together was the tacky 80s easter basket and over the top bow I tied thanks to all my years as a florist.
This scene was super easy to light. Literally, one sharp light was all I needed for the camera and star filter to pick up those sharp stars and shadows in the scene.
There was a fair amount of image retouching for this project. The white backdrop was replaced by clouds, the seam between the glitter foam was removed and the horizon line fixed.
Raw image vs. Retouched image of the colourful range.
For the Boobook Egg Hunt, I wanted to show how all there is a pink egg in only a small number of boxes, so I created this isometric grid with several Boobook boxes but only one with an egg, this image was created through a series of several images, each box was cut in photoshop and then placed digitally to create the grid.
Above: Images used to create an isometric grid of all the Boobook Egg Boxes.
BOOBOOK EGG HUNT LAUNCH VIDEO
This whole campaign wouldn’t be complete without an 80s infomercial inspired launch video. I was laughing myself silly while creating this clip. There is something about a rotating display stand shot that will never ever ever get old to me. To hear audio watch and listen on the offical Loving Earth Instagram account.
SECONDARY VIDEO CONTENT
To build the Easter hype, I captured and edited video content of the chocolate factory showcasing both the placing of the pink eggs and share a little BTS on how the bigger eggs are made. Both of these videos performed really well on social media. Their audience loved seeing a little behind the scenes and the placing of the egg video made the hunt feel very very real.
Sales were up for the Boobook Eggs and these creative assets were widely adopted by our core retailers and distributors for their personal newsletters and social channels. It was great to see Loving Earth at the top of so many newsletters and promoted above the competition largely in part to producing so many assets to their stockists to help them promote Easter.