Brief: Reconnect modern families through shared screen-free baking moments. The campaign is built around the central story idea that Greens makes more for family scenes.

Insight: Families are struggling to find meaningful ways to connect in a world dominated by screens. Parents are concerned about the impact of screen time on their children's well-being and family dynamics. Research shows that parents seek products that provide emotionally rich, screen-free experiences and save them time.

Idea: "The Magic of Greens" is a campaign that positions Greens as a memory maker and a facilitator for playful, heartwarming, and lasting family moments. It uses transmedia storytelling to extend the brand's emotional connection beyond the kitchen.

Execution: The campaign is centred around a hero video, which is a 9-panel storyboard. This anchor story is then extended across six platforms. Please Note: only the Hashtag campaign & Storyboard has been visually created*

• Interactive Packaging: Transforms the Greens box into a post-baking board game.

• Drawing Competition: Showcases children's perspectives and imagination, promoting brand loyalty.

• Hashtag Campaign: #GreensandFamilyScenes encourages families to share their baking moments, building a brand community.

• Child-Safe Collectible Cooking Tools: Encourages safe and fun co-baking, reducing barriers for parents.

• Shopping Centre Pop-Up Baking Events: Brings the brand to life with tactile and joyful experiences.

• Family Recipe Sharing Hub: An online platform for families to contribute and discover new baking ideas using Greens products.