Hunter & Gather has engaged in a significant marketing campaign to challenge established food brands.
- The campaign, part of the “Now We Rise” initiative, promotes natural and healthier living.
- Out of home advertisements feature notable comparisons between Hunter & Gather’s products and others.
- The campaign aims to educate consumers on the impact of refined ingredients and preservatives.
- The initiative seeks to provide clarity amidst widespread misinformation about food and health.
In an ambitious move, Hunter & Gather has launched a significant marketing campaign to position itself against established food brands. As part of the ‘Now We Rise’ initiative, the campaign seeks to advocate for a return to natural and healthier lifestyles. This initiative stems from the brand’s commitment to offering alternatives that empower individuals with the necessary tools for making informed health choices.
The campaign’s out of home advertisements utilise comparative imagery, featuring Hunter & Gather’s products such as ketchup and mayonnaise alongside those from more recognisable brands. The ads serve as a bold statement by challenging the use of unnecessary seed oils, refined sugar, and artificial preservatives in everyday food items. Such comparisons are crafted to provoke thought and invite consumers to reconsider their choices.
Thom Nowell, recently appointed Marketing Director at Hunter & Gather, has articulated the campaign’s aim to cut through the confusion surrounding health and nutrition in today’s market. He explains: ‘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.’ This statement underscores the brand’s mission to present honest, straightforward alternatives and to educate the public through product offerings and community engagement.
Through collaboration with the global brand communications agency Manifest, Hunter & Gather has poised the ‘Now We Rise’ platform as a means to question and redefine what constitutes ‘real food’. Co-founder Amy Moring has expressed enthusiasm for the campaign, noting its potential to provoke thought: ‘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.’
This campaign marks a significant step for Hunter & Gather as a challenger brand, demonstrating a readiness to confront larger industry players head-on. The brand positions itself as a beacon for natural living, aiming to rise above the din of traditional marketing to deliver simple and transparent messaging that resonates with an informed audience.
Hunter & Gather’s campaign embodies a strategic challenge to traditional food industry norms, advocating for transparency and healthier choices.
