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.

ROW 7 HONEYPATCH SQUASH LIFECYCLE

Flavor, for a change.

CAMPAIGN TAGLINE

CTV :30 SPOT

ROW 7 SEEDLINGS

What if chefs decided how

vegetables should taste?

BRAND PROVOCATION

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ROW 7 UPSTATE ABUNDANCE POTATOES, RAW

Row 7 Produce Co. Campaign Photography

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.

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Row 7 Produce Co. Campaign Creative

We paired simple, highly dignified vegetable imagery with clever copy that reinforced the unique flavor properties of the new produce varieties.

Row 7 Produce Co. Recipes

To help Whole Foods shoppers easily understand how to best use these new produce varieties in their own kitchens, we enlisted Chef Dan Barber and his team to show simple preparations that put each veggie in its best light.