Lightlife has been serving plant-based food to homes across the world since 1979. While their logo changes often, the brand’s core values and mission remain constant. Lightlife strives to make clean, simple food that nourishes people and the lives they live. From this simple thought, about simple things enriching life, a simple idea was born.

Simple Ingredients For A Full Life

The brand’s visual refresh came with overhauls to all of Lightlife’s recipes, and for the first time in the company's history, a fully 360 brand campaign to relaunch it all. Across all channels, we developed and led the execution of their largest marketing campaign to date. Once we locked in the iconic voice of Awkwafina, the headlines started pouring in.

From the headlines and into the recording studio, all the ingredients for the campaign were coming together. Now we were cooking.

The Launch
The campaign launched with spots across Canada and the US. In the work, we introduced people to Lightlife’s higher mission. Then we used products to prove it’s what’s on the inside that matters – even if you’re a hot dog. Arguably, especially if you’re a hot dog.

Thrive: Manifesto

Inside: Smart Dogs

The Brand Rollout
We brought the new brand to life across all channels. A website refresh (that also announced the campaign), new social icons to house content, developing product photography, and more. Every level was considered and brought into the narrative.

Website

Social Icons

Product Photography

Website Banners

The Campaign Rollout
Like a great chef, we were creating a full-sensory experience. Our work builds immersive consistency with a cohesive presence from start to finish. For Lightlife, that meant online, in-store, and in people’s kitchens. So as the campaign continued, we not only evolved the brand work, but also focused on reminding people of the simple ways they could enjoy life by adding just one simple ingredient to their day. While that ingredient might just be plant-based food, it might also be fresh air, a fresh perspective, an excuse to get outside this weekend, or a friend, or a recipe to share with a friend. It might even be holiday cheer because the holidays love themselves some plants.

Paid Social - Brand & Product

Organic Social - Content Series

Organic Social - Everything Else

And Some Holiday Cheer ❄️ ☃️

A Recipe For Success
The job of a chef is to take all the ingredients and make something delectable while making it look easy. From taking home awards to success across social, to coverage in the press, to the kind of impact that makes CFOs do a little dance, we took these simple ingredients and brought them to life in a way that made a brand that’s spent decades innovating and defining the category finally feel like the leader they are.

There’s no secret ingredient. Like most things in life, simple was best. And when all the little things were added up, Greenleaf’s plant-based portfolio sales were up 5.2% during the quarter following the launch.

All work © Brett Brown & Krista Brown