Muir Glen
After recognizing that Muir Glen was missing a large portion of “sometimes organic” households, a goal was set for a 1% year over year penetration into that market. Backing the creative was a strategic push for conversion. Demo studies showed these consumers have values broader than just organic and that they expect brands to be doing the right thing on their behalf. From a firm strategic standpoint, I produced this spot for paid media that highlights the people and ethics that are at the core of the brand.