Early in our agency process, the research team got to work figuring out where this new line of green H-E-B products would sit in competition with other existing product lines. From this we gathered insights, like the fact that the most important things to green-buyers was performance and price, and that Field and Future had a special opportunity to position itself as lower-cost option for Texans compared to other brands. These insights would help to inform our creative executions further down the road.

From these research insights we created personas of those who we envisioned might be a Field & Future customer. These included a mother of two wanting the best products for her family, a young professional concerned about convenience, and a student who looking for a good price while still caring about environmental impact when shopping. We wanted to craft our campaign in a way that would bring all three of these customers to the table, and so that Field & Future would be positioned in a way that would fit their needs. All of this pre-work would eventually lead to the production of our final campaign ethos.

H-E-B stakeholders who listened to our pitch had several questions for us, including the following: why would this approach connect emotionally with customers? Our response was that so many people across Texas and America, including people like those in our personas, had felt left out, or priced-out, of the green product revolution. Through this campaign H-E-B had the opportunity to change that narrative. Not much later we learned that wour agency had won the pitch. H-E-B took all of our work into consideration while continuing to prepare the brand for launch.