Range Protein is a speculative response to the growing interest in western society surrounding the practice of entomophagy (eating insects). A source of protein that is rich in nutrients, and orders of magnitude more environmentally efficient than traditional agriculture, crickets are only one possibility for the future of protein in Canada.

 

With Health Canada as client, I set out to create a provocative branding and awareness campaign supporting more than just a brand of protein bar, but the future of the entire category of insect based foods.

Phase 1 of the Range campaign consists of a standard product launch marketing blitz - environmental ads, social media placement, event marketing through street teams at college campuses and within downtown city centres, and a full website and product roll-out. At this point, the product is not being sold, but samples of it are being distributed and reactions to the product are being captured.

 

Languaging proves an important part of the brand here, evoking a tone of friendly banter and creating a product that is fun, approachable, and modern.

Phase 2 consists of the final reveal - that Range is not being sold as a real retail product. The controversy generated at the reveal of a fake product being "launched" would hopefully generate the momentum for a serious discussion about the future of Canada's food sources, positioning insects as a major potential option.

 

The social media campaign #rangeofemotions asks users to provide their reactions to both the downplayed fact that these alternative bars contain cricket, and secondly their reactions to the idea that the entire campaign is an elaborate hoax. 

 

The cheeky brand tone carries across to the final reveal, conveying an important message in an accessible manner.