A scoop of goodness for a bulk food innovator
GoodFor began with a singular vision; to create a local bulk food store where customers can scoop and weigh a huge range of lovingly curated wholefoods. A slow-shopping concept driven by a vision of sustainable grocery, they planned to eliminate plastic packaging and committed to plant a tree for every purchase.
Understanding their ethos of reduction and simplicity, we approached the GoodFor brand language in a similar way. Our focus was on clear and direct communication which required minimal costs and resources to execute. As a start-up testing the waters with a brave new concept, educating and engaging like-minded customers was vital. We found the sweet spot with a faux protest-style campaign on reducing waste, utilizing snappy slogans to rally around the cause, while also highlighting the quality of their ethically sourced bulk product.
Using a witty, humorous tone in the copy helped hit the right tone with urban, eco-conscious consumers who would be the key to GoodFor’s success. Happily, GoodFor were a runaway success and have swiftly revitalised the bulk food retail market with locations all around New Zealand, an example of how modern brands must focus not just on what they sell but also how they act and contribute to society.