Field Good, a brand specialising in sustainably grown vegetables, aimed to stand out in the competitive market by creating an emotional bond with consumers and becoming a beloved brand. Leveraging its name, the brand positioned itself as a source of positivity, symbolized by Mr Field Good, an endearing scarecrow mascot embodying joy and kindness while promoting wholesome agriculture. Through online platforms, radio spots, and retail interactions, Field Good shares its uplifting message, creating a memorable "feel good" campaign, spreading positivity, smiles, and magic, and distinguishing it from competitors.
The film
The radio spot
Credits
Agency: Gung Ho
Copywriting & Scriptwriting: Sharlyn Chan
Art Direction & Animation: Ajaghen Seeneevassen
Project Management: Nootan Jhugroo
Strategic Planning & Brand Positioning: Sharlyn Chan & Nootan Jhugroo
