Our agency launched a new video, paid social, and display advertising campaign to promote Apeel, a food-system innovation company that enables more time for produce to stay fresh so that less food goes to waste throughout the supply chain. Apeel is doing this through an edible, plant-based coating that extends the shelf-life of fresh fruits and vegetables by keeping moisture in and oxygen out—the two primary causes of spoilage.
“Spoiler Alert!” featured six videos—five 15-second spots and one 60-second spot—disguised as previews for tense action blockbusters starring various pieces of produce. The creative ran on YouTube, Hulu, TikTok, Instagram, and other CTV streaming publisher sites like Warner Media, Fubo, Vudu and SlingTV. Our agency also created five social and display ads for Instagram, TikTok and YouTube.
The spots begin with a familiar voiceover saying, “In a world…” and explaining the stakes, as dramatic music pumps, then everything comes to a halt when a knowing grocery clerk character pops up on the screen at the sound of a “ping!” prompt. “SPOILER ALERT!” he exclaims. “Apeel’s already in grocery stores.” And changing the tone from doom and gloom to something more hopeful to act upon.
So far, the campaign has received more than 20 million impressions and garnered nearly 60,000 clicks.
