Little Leaf Farms
Leans into the Curve
Opportunity
Little Leaf Farms’ lettuce has a unique backstory, one steeped in the company’s sustainable greenhouse growing method. Its signature shape has caught on with consumers who say Little Leaf Farms’ lettuce is so good it has changed their minds about salad forever.
While Little Leaf Farms had a strong regional following, it was ready to make its national mark ahead of a new greenhouse opening that would drive expansion into new markets.
Approach
We set our sights on owning National Salad Month in May, conceiving Little Leaf Farms’ “Big Salad Energy” campaign. Making the point that Little Leaf Farms’ lettuce was so unique it was worth protecting, we announced the company was pursuing a trademark with the US Patent Office for its proprietary lettuce leaf shape.
To help consumers serve more salad, we launched a Big Salad Energy digital resource hub with an array of delicious salads, celebrating the big energy they provide. Our hub featured stand-out recipes and tips from influencer partners for enjoying Little Leaf Farms in fresh, new ways. A TikTok partnership with celebrity Peloton instructor Cody Rigsby, known for his big personality matched with a love of big salads, got right to our target and had its own media appeal.
Results
We owned May’s National Salad Month, driving more than 500 million media impressions with coverage casting Little Leaf Farms as an innovator and a lettuce worth talking about.
Little Leaf Farms handily beat out its competitive set, including industry behemoths like Foxy and Fresh Express, in share of earned media. Moreover, traffic to the brand’s website, where consumers learned about the campaign and Little Leaf Farms’ unique product, hit an annual high in May, with a 355% YOY increase.
We captured new fans as well, with a 12% increase in Instagram audience growth and 14% increase in engagement tied to our campaign.
