Savvy Ads Spurred Bowery Farming to Success In New York, Humor Sells Lettuce
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The company’s premise is as unusual as its advertising. Bowery Farming grows its baby kale, arugula, romaine, cilantro, and other leafy greens in vertical “smart farms.” This method of urban farming involves growing greens indoors without soil in large trays that are stacked high on shelf after shelf. “When compared to outdoor operations, our indoor farms can
Older generations have long been baffled by the humor of Generation Z and millennials. It’s packed with offbeat images, self-deprecation, anxiety references, and of course, internet memes. Affinity Magazine claims this mix is “unlike any past generation’s style of comedy” — and as we write this, Bowery Farming is using it to sell lettuce. Bowery Farming’s sustainably grown greens are an ideal product for eco- conscious Generation Z and millennial shoppers, and the company’s marketing team knows it! This year, they rolled out a series of commercials crafted by illustrator Laurène Boglio that hit all of the right humor notes. “Your mom describes your sister as the pretty one. And nobody trusts you to hold their baby. But damn, this pesticide-free lettuce is amazing. If nothing else, feel good about your greens,” says bold text in one video. It’s accompanied by cartoons of two sisters (one earning a crown), and a woman rocking a baby upside down to quirky background music. The “If nothing else, feel good about your greens” slogan is the throughline of all of Bowery Farming’s ads. Another goes like this: “You bought a tiger zoo. And you forgot to clear your browser history. But at least this baby kale is incredible. If nothing else, feel good about your greens.” And here’s our favorite: “A murder hornet ate your cat. And you accidentally replied all. But at least you don’t have to wash these greens. If nothing else, feel good about your greens.” Bowery is a great example of a company that knows its demographic and leverages that knowledge to create buzz- worthy ads. Bowery Farming launched in New York City — its name comes from the Bowery neighborhood in lower Manhattan — but has expanded into New Jersey and Maryland.
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yield 100 times more produce in the same space, thanks to our vertically stacked design that grows crops year-round,” the company explains.
This design lets Bowery provide hyper-local greens to cities that are miles away from traditional agriculture and would otherwise rely on trucked-in produce. This local focus is a big part of the brand (and another perk to millennial/Generation Z
customers), so it only makes sense that in addition to carefully targeting their demographic with humor, Bowery’s “Feel Good Greens” campaign takes aim at prospects geographically. And where will you find a large concentration of Generation Z and millennial shoppers in New York City? On the subway, of course! “Since Bowery Farming is headquartered in New York City and serves the tri- state area and mid-Atlantic markets, the campaign is targeted to those locales,” MediaPost reports. “It includes out-of-home placements at a lower Manhattan subway station in the Bowery neighborhood.” This “subway takeover” and savvy ad campaign combined are a strong one- two punch that puts Bowery Farming in front of its demographic and keeps its greens top of mind. When planning your company’s next advertising campaign, take a leaf out of Bowery’s salad bowl and ask yourself these four questions:
1. What is my target demographic? 2. What will make them laugh, and how can I use that? 3. Where are they located? 4. How can I reach them daily? This formula will help you generate advertisements as unique as your company and your consumers. Before you know it, you might need an out-of-state office, too.
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