Who: Mama Earth Organics with The Garden.

What: “Big Box Detox,” a new awareness campaign from the local grocery delivery company that taps into the growing consumer desire for better quality and sustainable food, while also supporting independent businesses.

When & Where: The campaign is running through February on digital billboards across Kitchener, Milton and Mississauga, accompanied by Instagram and Facebook ads, static ads, GIFs and social video.

Why: The campaign coincides with consumers’ new year’s commitment to eat healthier, as well as a growing desire to spend more with local companies hard-hit by the pandemic. The campaign is also designed to subtly remind consumers that by shopping with Mama Earth, they are actually supporting a network of more than 130 local farmers, artisans and chefs that comprise its supplier roster.

How: All of the messaging taps into the growing consumer desire to support independent businesses rather than major retailers, with billboards featuring images of Mama Earth products accompanied by headlines like “Time for a big-box detox?” “Think bigger than big box” and “Shop small-box for a change.”

“Small businesses have been hit hard by COVID, especially with restrictions that seem to favour big-box stores,” said Samantha Sabatini, business lead at The Garden. “Consumers are very sensitive to this and are rethinking how they shop in 2021. We wanted to position Mama Earth as a thoughtful way to support the local economy through their relationships with small farms and local businesses.”

And we quote: “The start of a new year typically inspires people to reset their eating intentions, which aligns with Mama Earth’s mission to help people nourish the planet while they nurture themselves and their families.” — Mary Graham, CEO, Mama Earth Organics