Who: Vitamix and Mint, with Studio Feather, Oso Audio, Cooper Films, Married to Giants and photographer Kate Ince.
What: “Life in colour,” an eye-catching campaign for the blender brand that Mint’s executive creative director Kim Tarlo says was specifically created with the idea of switching up the style and tone of the marketing it produces for its longtime client.
When & Where: The month-long campaign is using online video, display and social. It is anchored by a partnership with popular Canadian content creator, entrepreneur and fitness trainer Zehra Allibhai, founder of the health and wellness site The FitNest. There’s also a dedicated hub on the Vitamix website.
Why: The campaign is promoting Vitamix’s spring sale by showcasing the incredible colour—not to mention health benefits—that fresh fruits and vegetables can bring to people’s diets, while demonstrating how Vitamix is the perfect blender to prepare the items.
Whole food eating has traditionally been portrayed as bland and boring, so the goal was to add some vibrancy, said Tarlo.
Vitamix is a high-end brand, with its top-of-the-line blender selling for $799 (the spring sale is offering a $50 savings). The company has been making blenders since 1937, and was once described by Forbes as the “undisputed blender of choice for professionals.” But it’s also about continuing to drive awareness and consideration in a consumer segment that features several well-known challengers such as KitchenAid, and more recent upstart brands like the NutriBullet.
How: The campaign uses a recipe-based approach, with a series of visual assets built around semi-monochromatic colour schemes including “Perfectly purple,” “Going green” and “Anything-but-mellow yellow.”
Allibhai is featured in the content, using her social profile (her Instagram channel has more than 228,000 thousand followers) to showcase a series of recipes created using the top-of-the-line Vitamix Ascent 3500. Vitamix is also using the Canadian campaign elements in the U.S. and Mexico.
And we quote: “Nature’s candy is hot and Vitamix has always been there for it. The Life in Colour campaign celebrates this by making a big deal of the vibrancy fruits and vegetables bring to our lives. And we could all use a little more vibrancy these days.” — Kim Tarlo, executive creative director, Mint.