Row 7
Let’s make vegetables famous. And don’t forget about the seeds. Row 7 is Chef Dan Barber’s seed and produce company, renown for bringing entirely new vegetables to market. We wanted to make their mission easier to understand and let supermarket shoppers know that not all potatoes (or squash) are created equal.
Brand Narrative
Creative Strategy
Brand Narrative
Row 7 is a seed company, a produce company, a flavor mutiny, a treatise on what’s possible in food as much as it as a “brand.” Clarifying the brand narrative for a company with so much to say meant converting academia into a call to action. A rallying cry for people who want to know how their food was bred.
Row7 Honeypatch Squash Lifecycle
Flavor, for a change.
CAMPAIGN TAGLINE
What if chefs decided how
vegetables should taste?
BRAND PROVOCATION
CTV :30 SPOT
ROW7 SEEDLINGS
Row 7 Produce Co. Campaign Creative
Our concept for Row 7’s first campaign was simple—make vegetables famous. We wanted to give potatoes, squash, and tomatoes the star treatment, standing heroically and unadorned on billboards across Boston and NYC. Quippy copy stood alongside each vegetable to reinforce Row 7’s narrative.
COLLABORATORS
Gentl & Hyers, Campaign Imagery