THINK YOU’RE GETTING ENOUGH FROM YOUR FOOD? THINK AGAIN.
FOOD IS NOT ENOUGH
This was the simple crux of a big idea from MATTE and longtime wellness partner Solaray. Communicate to viewers in a bold way: Food is Not Enough– the single orange with your breakfast pales in comparison to a daily serving of Solaray’s Vitamin C– you’d actually need to consume… 12.
Same goes for the amount of Magnesium in kale. 50 cups would be needed to match a daily serving of Solaray’s– well more than a single salad. Familiar with the benefits of Lion’s Mane mushrooms for brain activity? Try 5 pounds of it. Or, you can supplement a realistic serving with Solaray’s SharpMind supplements.
360º ECOSYSTEM
This clear message spurred a massive campaign project we created in 2022. Spanning photography and video materials, dozens of assets, and hundreds of hours, the Food is Not Enough ecosystem became a cornerstone of MATTE and Solaray’s deep relationship.
With photography by Steven Randazzo and Bette Blau, the ads can now be found across the country, plastering subway kiosks and cars, the sides of buses and bus stations, billboards, and the central 200 ft tower in New York’s Times Square. It’s a message resonating with consumers, who have smart diets but desire to supplement with what food still can’t deliver on its own.
THE EXPERIENTIAL ACTIVATION
The campaign even extended into the experiential realm, inspiring a 3-day activation in the heart of Union Square, boldly declaring across from the Union Square Greenmarket that shoppers dare not leave with an incomplete basket– supplements from Solaray are as key to their daily diet as their coveted wild-foraged ramps and farm-grown greens and vegetables.
THE POP UP EXPERIENCE
The truck was a gleaming sight, on a 30ft footprint, engaging New Yorkers with games, activities, education, and eye candy: atop 8 scales were the notorious equivalencies themselves, for the naked eye to confront: the ominous, inedible quantity of food, or the seductive single capsule.
A BRAND FOR THE PEOPLE
Across the three days, thousands passed and stopped to understand the colorful visuals and beautifully puzzling staging of food. It was a positive way to connect with the consumer face to face on the street. It humanized the brand, and kicked off a bright summer in the city.
Looking to the future, MATTE and Solaray plan to evolve the Food is Not Enough experience and message, widening the world to other products and foods, and going even bigger to spread the word: don’t let your diet let you down!
