Mother Raw is a Canadian plant-based company that set out to change the game when it comes to eating our veggies through their dressings and dips. Their mission is rooted in the duality of being raw; the brand prioritizes whole, fresh ingredients and rocks a bold, no-fluff attitude. Since its launch in 2019, the brand has scaled to serve over 7000 stores across the US and Canada. As a young and quickly growing company, their distribution had outpaced their brand awareness.
In the same way that Mother Raw was reinventing how their customers consumed their veggies, we wanted to reinvent the way they showed up for and engaged with the plant-based and vegan community. Competitor research revealed that the plant-based condiment space was dominated by legacy brands that were just beginning to trade in their traditional multi-tier marketing campaigns for smaller scopes and social-based marketing. We knew this was a great opportunity to be more subversive, break category conventions, and redefine what traditional healthy food advertising looked like. On top of that, we wanted to rewrite some of the negative attributes surrounding store-bought dressings, such as having high sodium content, being filled with preservatives, and being falsely labeled as healthy.
We envisioned that Mother Raw would take on a transformative role through content that was disruptive and against the industry grain. We wanted to make it Motherraw's pursuit to demystify conventional ideas around healthy, plant-based, and vegan eating. Instead of championing the products themselves, we focused on being advocates for healthy eating; maintaining a balance between health, taste, and convenience when we did talk about products. Our team ensured the content was always geared towards community building and never self-serving or promotional, instead prioritizing fun, witty, and snack-able content. We found a lot of success with text-based graphics, memes, infographics, GIFs, and of course, short-form videos amongst our target audience. For brand building, we wanted our content to be distinctive amidst the sea of similarity, to be recognizably "Mother Raw". This led us to bold-coloured backgrounds, dominant text headers, as well as playful touches of illustrations and motion.