Sanitarium makes cheesecakes grow on trees with So Good Garden of Goodness via Geometry

Screen Shot 2018-09-19 at 11.52.40 am.jpgSanitarium and Geometry, the shopper and brand activation arm of Ogilvy New Zealand, created a unique way for people to sample their plant based milks and demonstrate their ability to make everyday fruit and vegetable recipes taste even better.
 
Many people think that plant milks may not taste that nice and also don't know how to use them. However, due to gentle flavour profiles, So Good milks enhance the natural flavours of humble, everyday fruit and vegetables. Which makes them perfect for cooking.
 
But people can be a little apprehensive about trying something new.
Screen Shot 2018-09-19 at 11.52.55 am.jpgSays Peter Wujkowski, creative director, Geometry NZ: "To truly demonstrate the tastiness and versatility of So Good milks, we wanted to give people a surprising and unexpected experience in a way that felt familiar, but was most importantly also delicious."
 
So, how do you show that plant based milks make our favourite fruit and veggies taste even better?
 
Simple, create fruit and vegetables that taste even better.

The Otago Polytechnic Food Design institute were tasked with redeveloping six common household recipes using So Good products. Each dish became a plant based take on Tomato Soup, Dhal, Cheesecake, Miso Carrot Puree with Dukkah, Pumpkin Pie, and Apple Pie.

Each of these recipes was then presented in the form of a fruit or vegetable that was used as the base of the dish. The tomato soup was turned into tomatoes, the pear cheesecake into Pears, Chilli Dhal into chillies, Pumpkin Pie into Pumpkins, Apple Pie into apples and Carrot Puree into Carrots.

Using innovative techniques, the Otago Polytechnic Food Design institute were able to make these creations in bulk, shelf stable, and all without the use of dairy based or synthetic stabilisers, preservatives or emulsifiers. These techniques have now been adopted into the Otago Polytechnic curriculum and are helping to teach the next generation of New Zealand chefs.
 
A space was then designed to house the creations and amplify the sampling experience. The So Good Garden of Goodness was a fully immersive sensory event with a purpose built terrarium housing living green walls and a lush collection of fruit trees, vines and vegetable plants. Placed in the heart of Auckland's CBD, passersby could walk through the green space picking the fruit and vegetable creations directly from the branch, vine or edible soil.

Over 3,000 of these surprising creations were sampled over three days and the sampling event was covered by a number of major New Zealand news sources including a live cross on TVNZ and an in-studio interview with the chefs from the Otago Polytechnic Food Design Institute on Breakfast TV.

Says Hayley Scott, marketing business manager, Sanitarium: "We have been amazed at what they've been able to produce...we are thrilled to see it inspire students, the food industry and the general public."

The entire event was filmed and released to the wider public as a series of content videos, whilst filmed recipes and vouchers handed out on the day drove viewers and participants into store.
 
Agency: Geometry New Zealand
Client: Sanitarium Health Food Company
 
General Manager Sanitarium New Zealand: Rob Scoines
Marketing Business Manager Sanitarium New Zealand: Hayley Scott
Digital & Social Producer Sanitarium New Zealand: Jazz Newport

Chief Creative Officer: Regan Grafton
Executive Creative Director: Lisa Fedyszyn
Executive Creative Director: Jonathan McMahon
Creative Director: Peter Wujkowski
Creative Director: Gaelyn Churchill
Design Director: Nathan Chambers
Designer: Sam Cox
Designer: Aarush David
Designer: Haruka Kawamoto

Executive Director: Joanna Gray
Account Director: Fiona Sutherland
Account Director: Leon Cui

Content production: Ogilvy/Film 360
Senior Producer: Sage Haggart
Food Production: Otago Polytechnic Institute of Food Design
Senior lecturer: Timothy Lynch
Senior lecturer: Tony Heptinstall

Media Support: PHD
PR Support: Impact PR

1 Comments

The Dong said:

hmm, what does breastmilk (aka nipples) cheesecake taste like

Leave a comment

About CAMPAIGNBRIEF

A blog for advertising creatives in New Zealand. To pass on news or advertise on the blog, email michael@campaignbrief.com. To subscribe to Campaign Brief Magazine click here or download the subscription form. Magazine subscribers receive complimentary access to the online magazine archive (including current issue).

Latest jobs

Retrieving latest jobs