BY SEPEHR ACHARD

17TH MARCH 2023

Square Roots has recently launched a marketing campaign that has caught the attention of many people. One of the biggest takeaways from this campaign is that a high-end production budget is not always necessary to generate a broad reach on social media. In today’s world, consumers crave authenticity, meaning that content shot on an iPhone or similar device can often be just as effective as content produced by a professional production company. This trend is not new, but it is gaining momentum as more companies embrace the idea of creating relatable and engaging content.

The timing of Square Roots’ campaign was also impeccable. Launched in February, the campaign showcased the company’s ability to grow to produce year-round, regardless of the weather. While this concept is not new to indoor farming companies, Square Roots’ execution of the campaign was inspiring. They used slogans like “when it’s cold outside, we thrive inside” and mashed up Vanilla Ice’s “Ice Ice Baby” with pictures of their basil growing in a blizzard. In addition, the campaign generated highly produced content, including a video on their key selling points.

However, the most effective content in the campaign was probably an afterthought. It was a video shot on a cell phone in an office on a snowy day that captured the true essence of Square Roots’ unique basil and company ethos. This video resonated with consumers, who appreciated the authenticity and relatability of the content. The campaign was a huge success and will undoubtedly inspire people to eat their greens all year round.

In conclusion, Square Roots’ latest marketing campaign is an excellent example of authenticity and relatability being more effective than high-end production values. By using straightforward, relatable content, Square Roots was able to generate a broad reach on social media and capture consumers’ attention. This campaign is a testament to the power of authenticity in marketing and will undoubtedly inspire other companies to follow suit.

In partnership with Socialike, a Social Media marketing agency specializing in natural and organic CPG space, we will spotlight one company involved in the indoor farming space and highlight their marketing efforts in moving the industry forward. Isaac Brody wrote this post. Isaac Brody is the President and Founder of Socialike, a Social Media marketing agency specializing in natural and organic CPG space.