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Feed Me Fashion

CLIENT
The Fresh District
SERVICES
Branding, Experiential, Advertising,

Feed Me Fashion

Challenge

Our modern, high-tech lifestyle has created a growing divide between agriculture producers and urban consumers; people simply don’t know the sources of their foods or clothing. Are they natural or synthetic? Sustainable? Organic? Energy efficient? These are hot buttons among younger consumers, yet the information is not readily available. Feed Me Fashion brought in JacobsEye to help with the education element, which could benefit both consumers and producers for generations.

Tactics

Looking for an efficient and impactful way to reach our millennial audience, JacobsEye identified the ideal event – Coachella, the three-day music and arts festival in California. Taking advantage of the sustainability movement in food and fashion, we delivered multiple activations to Coachella attendees, including interactive surveys. We also created a promotional video, “Fashion From the Ground Up!” – for social media, email distribution and blogs – which combined the story of farming with the world of high fashion.

Results

Our engagement with thousands of millennials immediately created a greater demand for environmentally sustainable practices regarding agriculture, food transparency and other food issues. On the fashion side, we made target audiences aware of where their clothes come from – denim jeans from cotton, pearls from the sea, leather from cattle, etc. This created a greater appreciation for the agriculture industry among an audience that previously had not given the industry a second thought.