Follow the Frog
PROMOTED BY UNILEVER, WHOLE FOODS, COSTA & OTHER GLOBAL BRANDS
TARGETED "ASPIRATIONALS"
WINNER OF AN INTERNATIONAL DAVEY AWARD
PROBLEM
After years of giving guidance to farmers, foresters and hotel managers on how to do right by the environment and local communities and then getting big name brands like Unilever, Kraft and Dunkin Donuts—to name-drop just a few—to buy and package these sustainably produced goods, the public still wasn’t keying into what the Rainforest Alliance seal was all about. There was the iconic seal plain as day on stacks of coffee, tea, chocolate, cookies, bananas, grapes .
But what did the seal stand for?
SOLUTION
We gave partner companies tools—videos, digital assets, toolkits, social messaging— to promote their commitment to sustainability and bask in the glow of the seal’s halo effect.
In its first year, 53 companies including McDonald's, Lipton, CLIF Bar, Domtar and Staples participated in the annual Follow the Frog campaign, which allowed companies featuring the Rainforest Alliance Certified seal to promote their commitment to profit with a purpose and engage conscientious customers committed to smart shopping. Major celebrity endorsements led to a 50 percent increase in social media activity. Received an International Davey Award for Best Print Campaign for Cause Marketing.
“Over her many years at the Rainforest Alliance, Carol did an enormous amount to raise the profile of the organization. The Follow the Frog video and campaign were pivotal in helping to put us on the map, piquing the attention of companies, the public and funders.”