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Case overview
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Exploring plant-based sugar confectionery solutions
Cargill Plant-based texturizers
Explore.
Experience.
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Industry: Food
Leading the plant-based confectionery shift
Create awareness and inspire clients to adopt Cargill’s plant-based texturizer solutions in sugar confectionery by highlighting their versatility and effectiveness in maintaining indulgent taste and texture, all while supporting health and sustainability trends.
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Plant-based indulgence paving the way for a healthier, more sustainable future.
True north
Texturizing the future
We believe in a healthier future through plant-based texturizers in sugar confectionery. By texturizing the future, we add layers of value and innovation, creating a world where indulgence aligns with the well-being of people, the planet, and progress.
Let’s texturize a healthier, more sustainable future.
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Ideation
A unique discovery guide for plant-based delight
Meet ‘Yummy Gummy,’ customer’s playful guide through the intricate world of plant-based texturizers. This engaging character leads clients on an imaginative journey, unveiling Cargill’s versatile solutions with a mix of fun and insight. Yummy Gummy makes navigating the complexities of plant-based options simple, empowering clients to confidently select the right texturizers to meet evolving consumer tastes.
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Creation
A joyful journey
Bringing ‘Yummy Gummy’ to life was an absolute delight. We had fun crafting a character that not only guides but engages clients through a sensory adventure. Each pose and expression of Yummy Gummy personifies the unique sensory properties of Cargill’s plant-based texturizers. This playful approach allowed us to turn technical benefits into a visual journey that’s as enjoyable as it is informative, capturing the essence of indulgence without compromise.
Deliverables
Concepting and storytelling
Copywriting
Art direction
Key visuals
Infographic
Content for landing page
Social posts
Presentation materials
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Activation
Yummy gummy’s path to engagement
The campaign was activated across multiple channels, including targeted email marketing, digital banners on industry platforms, and social media engagement. These efforts were strategically focused on R&D leaders, product managers, and confectionery manufacturers to drive awareness and adoption of Cargill’s solutions. The use of interactive content helped amplify the reach and impact among decision-makers.
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Our imagination at work
To capture the essence of Cargill’s vision, we combined fun and expertise, creating a campaign that goes beyond just informing. By introducing a playful guide like Yummy Gummy, we turned the technical benefits of plant-based texturizers into an engaging experience. This imaginative approach not only highlights the versatility and effectiveness of Cargill’s solutions but also sparks inspiration, making the journey toward indulgent, sustainable confectionery both exciting and memorable.
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This campaign does more than inform—it inspires. By combining expertise with a playful touch, we’ve made the journey towards sustainable confectionery not only engaging but unforgettable.