Hunter & Gather, the ancestrally-inspired food and supplements brand, has unveiled its first six-figure marketing campaign aimed at challenging the “big boy” brands on the integrity of their ingredients and educating shoppers about real foods.
Launching today, the out-of-home (OOH) ads form part of Hunter & Gather’s new ‘Now We Rise’ brand marketing campaign, aimed at introducing the brand’s ethos of encouraging consumers to get back to natural living.
The OOH ads feature Hunter & Gather’s ketchup, mayonnaise, collagen and electrolytes products, challenging the use of seed oils, refined sugar and artificial ingredients.
For example, the ketchup advert compares a typical tomato sauce with Hunter & Gather’s refined sugar-free Ketchup, using the slogan ‘It has to be…refined sugar free’. The mayonnaise ad features a regular jar of mayo on a recognisable yellow background with a blue logo that says, ‘Bring out the… Real Food’, a reference to the fact Hunter & Gather’s 100% Avocado Oil Mayonnaise contains no seed oils, unlike other mayo brands. Other campaign messages include: ‘We’ve got beef with artificial ingredients’, ‘The food industry is faked up – it’s time for real food’, and ‘The food industry is faked up’.
Amy Moring, co-founder of Hunter & Gather, commented: “We’re super excited to see our new, hard-hitting brand campaign go live and we hope it will challenge people’s – and brands’ – thinking on what constitutes real food and whether we should be putting things like refined sugar, chemical preservatives like EDTA and seed oils into our bodies on a regular basis.
“As a challenger brand, we’re not afraid to stick our heads above the parapet and question the big brand players in our industry. We want to educate people on how to rise above the noise and to eat and live more naturally – the Hunter & Gather way.”
Thom Nowell, who was recently appointed marketing director for Hunter & Gather, added: “Our new brand platform and campaign is focused on driving the next stage of Hunter & Gather’s growth. With so much misinformation and quick-fix solutions out there, we know that many people feel confused and disconnected about how to improve their health. Hunter & Gather is here to offer a different path, empowering people with the tools they need – through product, education and community – to cut through the noise and take back control.
“Now We Rise gives us the perfect platform to simplify our messaging as a cross-category brand and connect with those searching for real solutions from a brand they can trust to help them rediscover the benefits of a return to natural, healthier living.”
The campaign includes OOH media across central London digital screens, billboards and fly posters. Hunter & Gather has also created a new hero brand film which will be pushed to millions of people via the new ‘Meta moment maker’. It will also undertake the brand’s biggest brand-led ambassador campaign to date. In addition, there will be a new series of organic content focused on health myths and showcasing Hunter & Gather’s product transparency.
