/ THE SITUATION
EnviroKidz is the sweetened kids’ cereal product line from Nature’s Path Foods.
They’ve had animal advocacy baked into their brand from the start and donate a portion of sales to 1% for the Planet as well as animal causes around the world.
In 2013 I helped Envirokidz launch their “Adopt a Gorilla” campaign to help raise funds for The Diane Fossey Gorilla Fund International Program which helps protect endangered Gorillas and educate the public about conservation.
/ THE SOLUTION
Obviously, nobody’s going to have to outfit their spare bedroom for a gorilla. Nor would we be able to fly winners to Africa. (it’s just wayyyy too expensive and would blow through the funds earmarked for the animals).
The program featured on-pack promotional panels as well as an online Facebook ad campaign where entrants could win one of 50 “Gorilla Adoptions”. Lucky winners would receive a Gorilla Adoption Certificate with information about their adopted primate as well as ongoing photos and correspondence from their gorilla written by Dianne Fossey’s workers in Africa.
I created the contest identity, box backs, stickers, certificates as well as various Facebook ad components.
/ THE RESULT
The EnviroKidz Brand continues to grow and continues to help preserve wildlife habitats and conservation efforts around the globe.
