The brief
How can you change the current perception of seaweed in the United Kingdom?
Branding Human-Centred Design Advertising Typography
the solution:
‘the ocean gardens campaign’
This campaign aims to change the current perception of seaweed by informing people that they already eat it without knowing. Subsequently removing the stigma surrounding seaweed in the United Kingdom. This campaign is realised by a brand I created also called Ocean Gardens, a company that utilises seaweed as a food source. To provide people with an affordable, accessible product which helps both people and the planet.
the strategy behind the campaign
In the United Kingdom, the current perception of seaweed is mostly negative. So I needed to change the way people view seaweed as a food source. I did this via an innovative strategy, instead of listing seaweed positives, I chose to educate people that seaweed is already in what they eat.
Carrageenan derived from red seaweed is in deli meats.
"If globally seaweed productions increased by 15% each year in 2050, we would be growing 500 million tons, which would boost the worlds food supply by 10%".
Algae-derived agar or carrageenan (seaweed) keep that cone from melting too fast.
the users
The current perception of seaweed references words like “dirty” and “unclean” This is something you don’t want to associate with food. This was a hard task as I had to promote something without showing it or referencing its origins. This leads me to discover the vast amount of food that has seaweed in it. Then I knew to destigmatise seaweed I needed to normalise it which is how this campaign began.
the details
The ocean is an underutilised resource. Farming currently is unsustainable and creates a large carbon footprint. This is where I discovered ocean farming which lead me to the wonders of seaweed. seaweed is fast growing and benefits the ocean via absorbing nitrogen which can create dead zones.
the future
The increase in seaweed sales will boost production which will supply the United Kingdom with a cheap reliable food source. The seaweed industry also produces jobs and expansion opportunities for old port cities such as Sunderland. This will rejuvenate coastal economies by offering a new industry with the potential for expansion and growth.
IN STORE campaignS
The in-store campaigns aim to target people where they are going to buy food. The process of getting food to a table in production, buying and consumption so this aims to target the buying stage.
the origin campaignS
The origin campaign is about bringing seaweed back to where its produced but doing it in a way that glamorises seaweed.
