The Future Is Flavor
Dan Barber + Row 7 + sweetgreen
In the Fall of 2018, sweetgreen joined Blue Hill chef Dan Barber and seed company Row 7 in thinking differently about the origin of flavor in our food. The result: the first-ever seed-to-sweetgreen experience and an exceptional Row 7 squash bred for flavor. To launch this partnership I concepted and produced The Future Is Flavor campaign, which lived across video, social, email, and in-store channels. You can also see our special microsite here.
The campaign was nominated for a Webby in 2019 for Best Branded Content in Food.
100,000 seeds. 6 farms. 1 quest to reimagine flavor.
The koginut, never-before-tasted squash, was an experiment in flavor, a radical test of sweetgreen’s supply chain capabilities, and an ode to what the future of food and flavor holds.
Dan Barber + Crew on-set at North Brooklyn Farms
The Pioneering Chef
Chef and co-owner of Blue Hill, James Beard award winner, author of The Third Plate, and farm-to-table frontrunner Dan Barber believes millennial appetites for authenticity are shaping a new food culture, paralleling sweetgreen’s approach to food and flavor. .
100% Transparency in Food
The Future is Flavor campaign was video-led and used rich, cross-platform storytelling to introduce and educate sweetgreen guests about the sophisticated supply chain behind every bowl.
It also introduced a narrative for the brand centered on pursuing flavor in our food. The best growers, the best seeds, and the best technology working together to create a new model for serving healthy food at scale.
