Most Loved Lettuce

Little Leaf Farms’ New “Most Loved Lettuce” Campaign Takes Its Greenhouse-Grown Story Nationwide
The Premise
Little Leaf Farms, a Massachusetts’ headquartered fresh produce company continues rolling its beloved brand from east to west by putting their obsessive care for its greens at the center of its first national brand campaign.

Created by Heart & Soul Marketing, “Most Loved Lettuce” introduces consumers to the hands-free, pesticide-free growing process behind Little Leaf Farms' greens, bringing the brand's greenhouse-grown produce to life through a new :30 campaign anthem.

Launching in early September, the campaign marks a significant moment for a company that has already become the market leader in New England. A new greenhouse opening in Manchester, Tennessee—the company's largest yet—will allow Little Leaf Farms to reach millions of consumers beyond its current footprint.
The Big Idea: Love the Lettuce Before You Eat It
Most Loved Lettuce is built around a simple idea: the better you care for lettuce, the better the lettuce can be.

Rather than making taste or price the entire story, Heart & Soul focused on what happens long before the lettuce reaches the salad bowl. Little Leaf Farms grows its greens inside climate-controlled greenhouses, with real sunlight and recycled rainwater, and uses a hands-free process from seed to package.

The campaign turns that behind-the-scenes care into the brand's emotional point of difference.
A Strategy That Got Ahead of the Category
The timing of the campaign is particularly notable.

Heart & Soul first developed Most Loved Lettuce during Little Leaf’s 2025 agency search process, pitching the concept nearly a year before the multistate cyclosporiasis outbreak tied to field-grown lettuce. The agency was named Little Leaf Farms' agency of record in November 2025.

Now, as consumers are paying closer attention to where their produce comes from and how it's grown, the brand's existing positioning has taken on added resonance.

The campaign doesn't overtly address the health scare. Instead, it gives consumers a reason to understand—and choose—a growing method Little Leaf Farms had already made central to its business.
From Massachusetts to the Rest of America
Little Leaf Farms was founded in Massachusetts in 2015 and has grown into a dominant regional player, holding roughly 27% dollar share of the pre-packaged salad category in New England and nearly 84% of the region's greenhouse/CEA segment.

Now the company is preparing for its biggest growth opportunity yet.

The new Manchester, Tennessee greenhouse will expand Little Leaf Farms' reach dramatically, allowing the brand to serve consumers as far west as California. Most Loved Lettuce is designed to introduce that regional success story to a national audience.
Reaching Consumers Where They Shop and Scroll
Most Loved Lettuce will roll out across a mix of broad-reach and digital channels, including TV and streaming, paid and organic social on Meta, TikTok and YouTube, as well as digital and e-commerce placements.

PR and influencer support will also run alongside the campaign, helping amplify the brand story and extend the conversation beyond paid media. The integrated approach is designed to build awareness nationally while reaching consumers at key moments—from discovering the brand online to making their final lettuce decision in the grocery aisle.
Making the Greenhouse the Star
Shot on location at Little Leaf Farms' Massachusetts greenhouse, the campaign brings consumers directly into the environment where their lettuce is grown.

The creative focuses on the nurturing, hands-free process behind every package, turning what could be a technical story about controlled-environment agriculture into something warmer and more human: a story about taking exceptional care of something you want people to love.

And consumers appear to be responding. Early creative testing generated 82% overall liking, 96% brand recall and a 48% lift in trial intent.
Why It Matters
Little Leaf Farms isn't simply launching another packaged-salad campaign. It's using a moment of national expansion to make the way its lettuce is grown part of the brand's national identity. For the vast majority of consumers, other field grown greens spend weeks being cleaned, packed and shipped across the country from their origins in California and Arizona, which impacts perceptions of being fresh and crisp. Not so for Little Leaf Farms.

For Heart & Soul, Most Loved Lettuce is a case study in the value of honoring a distinctive brand truth before it becomes a category conversation.

The agency saw an opportunity to capitalize on the brand’s supply chain superiority in the care behind Little Leaf Farms' greens before consumers had a reason to question how their lettuce gets from farm to shelf. Now, with the brand expanding nationally, that idea has never been more relevant.