Seeds of Change: How Seeds of Change sharply increased sales

During 2005, Seeds of Change (SOC) tasked a cross-agency team with developing a powerful engagement strategy that could grow the size of their 'heavy buyer' audience. The strategy was to develop a branded content idea that could connect the brand more precisely, longer and deeper with this audience, all for no increase in spend. The idea we created was a foodie photography competition, run through Observer Food Monthly, with the open brief 'Feed Your Imagination'. It is now the UK's most popular photography competition