Field Roast is made for Foodies. And while that seems simple, their mission was a bit of a mouthful. As Greenleaf’s premium plant-based line, Field Roast invited people to Make Taste Happen. And with their new look and feel, it was more than a tagline. It became an anthem for food lovers to be bold in the kitchen.
Mixing It Up
Field Roast had a few fun campaigns under its belt, but they didn’t have a clear recipe for consistency. So we cleaned up the kitchen, unifying all the elements. The site, social, photography, tone, and creative execution came together, allowing the brand to express itself with confidence and clarity everywhere it lived.
What’s the Occasion?
Cooking is a special occasion. Every celebration, every comfort ritual, every family memory starts with food. When you cook, any moment can become a special moment. As we immersed ourselves in the brand, that theme repeatedly rose to the surface.
So our team turned each opportunity into its own occasion.
A Brand New Day
How you start your morning sets the tone. When Field Roast partnered with JUST Egg to launch a fully vegan breakfast sandwich we embraced the occasion. Debuting at Whole Foods and other major retailers a new sandwich became a new occasion. Breakfast became the most important meal of the day for an entirely new reason. It powered you toward whatever adventure came next.
Game Day
Field Roast already had Game Day roots in Los Angeles thanks to their collab with Chef Roy Choi. To build on that hype, we partnered with Goldbelly for a limited-edition drop, making Choi’s Stadium Dog experience something fans could recreate in their own kitchens.
The Big Game
There’s no sports moment bigger than The Big Game. And nothing more synonymous with it than snacks! For our foodie audience, it was the perfect chance to shake up the snack table with dishes that felt daring, delicious, and different. Mouthwatering photography and easy, elevated recipes made Field Roast a standout on the most important Sunday of the Foodie Football calendar.
The Holiday Season
There are plenty of holidays to celebrate. It’s a whole season of occasions. Traditions old and new. Recipes handed down. Kitchens filled with memories. For Field Roast, it was a moment to go deeper into the dishes, the rituals, the togetherness that make the holidays meaningful. To emphasize traditions while turning them on their head.
Across print and digital, we built the holiday campaign around turning the tables on tradition. A line the client loved because Field Roast has always been the rebellious vegan that proves anything can be delicious. Each element led people to the holiday recipe hub, which came with a Spotify holiday playlist to keep the seasonal vibes going. The hub linked people to recipes, product education, and helped food lovers bring these dishes to their own tables.
Print / Pinterest/ Banners
We helped holiday hosts make their cooking go further and work harder. With social series offering Hosting Tips, a Holiday Hacks series, and a set of Lift Overs recipes helped people turn yesterday’s flavors into something entirely new.
Social Content Series
We partnered with creators for a paid and organic influencer campaign. Leaning into platform-native trends, we created a musical recipe handoff where each creator continued the dish from the previous video. Together, they formed a full recipe that invited everyone to the table—and left them excited for leftovers.
TikTok Musical Recipe Hand Off
Paid social amplified the entire effort with product-focused content that reinforced Field Roast’s holiday presence.
Paid Social
Award Season
Award nights bring people together around their favorite entertainment and around their favorite foods. We tapped into the cultural conversation with recipes and content celebrating the flavors worthy of their own golden statue.
A Brand Built on Flavor
We made taste happen everywhere. With TikTok tastemakers, in homes, during movie night, date night, girls’ night, and even in the frozen aisle. By grounding the brand in bold flavor and meaningful occasions, Field Roast found a place in kitchens that had nothing to do with compromise—and everything to do with creativity.
Field Roast wasn’t just showing up for the occasions that mattered. They were creating them.
And it worked. What emerged was a brand with clarity, consistency, and cultural traction across the U.S. and Canada, helping drive a 5% lift in sales. When you build a brand on flavor, not trade-offs—people show up hungry for more.
All work © Brett Brown & Krista Brown