Lettuce that Speaks for Itself

Although most people don’t know the Little Leaf Farms brand, everyone who’s tried their lettuce really loves it … like drop everything to write Little Leaf fanmail-level love.

So when Little Leaf decided it was time to develop its first-ever brand campaign, in partnership with AOR GYK Antler, the duo realized there was no better way to market the product than by bringing that fervent customer enthusiasm to a broader audiences and letting the lettuce speak for itself.

As part of their campaign that launched on August 15 – “Lettuce that Speaks for Itself” – Little Leaf and GYK tapped into the hundreds of voicemails and emails left by fans and turned those real reviews into the voice of the brand itself. Foregoing pushing the same-old product claims made by many competitors in the lettuce category (fresh, healthy), Little Leaf’s actual customers speak for them, enabling the brand to establish taste superiority in a bold, genuine way. Amid a sea of sameness in the produce aisle, the brand aims to drive trial and taste testing by using these “tastemonials” and the campaign’s simple, clear messaging to cut through the noise and champion the product.

To bring the customer voicemails/emails to life, in a series of five 15-second video spots, and four 6-second video spots, along with four 15-second streaming audio spots, the team called back to the style of old-school commercials featuring toll-free numbers, using vintage film techniques and retro propping. And to stand out even more, they didn’t just show the lettuce in salads; they featured it in grain bowls, burgers and more, showing that you don’t have to love salads to love Little Leaf.

The campaign comes to life via connected TV, OOH, point-of-sale, streaming audio, and social media within the New England region through the mid-Atlantic as the Little Leaf brand prepares to open a new state-of-the-art greenhouse in Pennsylvania.