Here’s the idea:
There is a wealth of scientific research that suggests that plants grow better when shown a bit of love. So, the creative team here at McCann had the idea to put that research to the test.
Spanning TV, online video, digital and social, the #GrownWithLove campaign asks Canadians to cheer on the lettuce via Twitter using the hashtag #GrownWithLove. Tweets will be read out loud to the lettuce in Wendy’s “test” greenhouse for two hours every day, which follows guidance from the Royal Horticultural Society. Meanwhile, the non-Wendy’s lettuce planted in a second “control” area of the greenhouse will be grown as usual – sans Canada’s love & positive encouragement.
Cameras installed in the test greenhouse will showcase the growth progress of the lettuce day in and day out. Because lettuce is one of the fastest growing crops, maturing at an average of 30 days, Wendy’s will be able to share the effects of Canadians’ “love” before summer’s end. Each salad made with this particular batch of lettuce will feature special packaging distinguishing it as having been “Grown With Love”, so everyone who participates in the campaign will get to taste the fruits of their labour.
“When the team at McCann presented the #GrownWithLove idea to us, it was an immediate ‘yes’ from everyone on our team. It’s clever, lighthearted and filled with love – and we can all use a bit of that right now,” said Lisa Deletroz, Director of Marketing at Wendy’s Canada.
If you haven’t already, head on over to Twitter and share some love with the lettuce!
See today’s campaign coverage on The Message: