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Tractor Beverage Co.
I. SERVICES
Campaign Development
Strategy
Copywriting
Art Direction
Design Direction
Full Service Production
In-Store Collateral
Brand Design
II. BRIEF
As a new brand in the market, Tractor Beverage Co. was scheduled to rollout nationally in Chipotle locations. With this and the goal to increase distribution of Tractor amongst other major fast food chains, a campaign anthem was needed to attract health-conscious eaters to understand that Tractor was the better beverage offering by seeding the brand and product story directly with their consumer.
III. SOLUTION
Our job was three-fold. (1) Plant the flag for Tractor as the organic, flavorful new restaurant beverage. (2) Clearly distinguish the Tractor brand from Chipotle. (3) Stand out as a virtuous brand to a younger demographic who avoid other restaurant beverages. Our creative is our creative is infused with a sun-drenched optimism that is deeply rooted in the brand’s integrity, purpose and intention. Reflecting the depth of Tractor’s and claim that their beverages are the best you’ve never had.
OUR CAMPAIGN
The Right Way
Why do Tractor Beverages taste so good? Because they never took a shortcut and never compromised when trying to create the best organic beverages imaginable. When faced with the easy way or the hard way, Tractor always chose the right way - to stay connected to the land and create all of their beverages using natural ingredients and methodologies.
STATE OF AFFAIRS
As fast casual restaurants move to more clean and organic offerings, there is one holdout - the beverage station. Customers have gotten used to two options - water or drinks filled with artificial flavors and chemicals. Enter Tractor - the first true beverage disruptor in the food service industry in decades.
OUR ANGLE
The same thought and care that is put into food should be put into beverages because good food deserves good drinks.
POSITIONING
Tractor is the feel-good badge brand of beverages. Tractor makes beverages to feel good about from source to sip. Every step of the way, Tractor makes sure to make their drinks the cleanest, most flavorful beverages imaginable. Unlike competitors, Tractor delivers flavor without the bad stuff.
360 campaign
The hero piece of content was our anthem film, which was charged with telling not only a founder’s story, but a compelling history of the company while celebrating the unique flavors and dedication to craft.
As an emerging brand, the film was also designed to be parsed into a series of cutdowns to tell a range of specific stories that would be used to test against different audiences.
Our campaign stills were then leveraged across our media roll out, from Snapchat ads to out of home. These stills came to life through integration of a diptych style execution, showing a “where it started, where it ended” visual execution alongside a series of campaign taglines emphasizing that the right way is often the harder way. And for Tractor, that’s ok.
Asset Library
Along with our Campaign, the Tractor team were in need of a library of imagery that could be used across a myriad of online, social and in-store assets.
Over a course of two and half years, Another ideated and directed multiple shoots to create a vast amount of content for Tractor to use across all their touchpoints.
A sunny optimism was our key creative filter across all the captured imagery, creating mouthwatering content that speaks to the quality ingredients, flavor profiles and Tractor lifestyle.
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