Havas Canada for Greenfield Natural Meat Co.: Farmvertising

Now, more than ever, shoppers desire food choices that fit their health-conscious lifestyles. Customers today demand more than just tasty food; they crave eatables that feed their needs and beliefs, as well as their stomachs.

The idea of all-natural food and clothing is pretty familiar, but what about an all-natural billboard advertisement? Created by Havas Canada, a new spot for Greenfield Natural Meat Co. stays true to the company’s all-natural ethos.

The film, entitled Farmvertising, features a 70-acre all-natural ad. Greenfield carved the world’s biggest billboard in a massive field of alfalfa plants in Manitoba, Canada. Several headlines are etched into the field, including “Made Better by Nature Not Antibiotics,” “Vegetable Grain Fed,” and “Humanely Raised.”

The ad’s creation required GPS technology to map the headlines with a local farmer, drones and helicopters to get the aerial shots, and, of course, weeks of work.

The all-natural ad is part of a greater campaign that includes broadcast and print creative and a revamped website.

Watch the spot:


VP Creative Director: Cory Eisentraut

ACD: Brian Allen

Art Director: Peter Gomes

Copywriter: Dave Pigeon

Producer: Francesca Marchese

VP Strategies and Integration: Patrick Hotte

Account Manager: Sarah Rosen

Director: Ryan Gibb (Nimble Content)

Editor: Ryan Hunt

Sound & Music: Eggplant Music & Sound

Songwriter: Brock Tyler