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No sacrifices. Sakara last supper table-scape. Campaign Art direction by RoAndCoNo sacrifices. Sakara last supper table-scape. Campaign Art direction by RoAndCo

Sakara

Sakara is a female-led health and wellness startup disrupting the food-delivery industry with prepared, plant-based meals. Its founders came to RoAndCo to create their first brand campaign, with the primary goal of customer acquisition. Our challenge was to create an optimistic, conceptually and visually intriguing idea to launch post-holiday, when traditional diet- and health-focused companies are playing into the “new year, new you” mindset. Sakara wanted to challenge those notions by promoting a diet-free, pro-abundance lifestyle, so we leaned into that idea with a message that healthy eating should come from a philosophy of bountiful balance, not deprivation.

  • Campaign
  • Copywriting
  • Art Direction
  • Print
Sakara No sacrifices full-page ad in New York Times Magazine. Campaign Art direction by RoAndCoSakara No sacrifices full-page ad in New York Times Magazine. Campaign Art direction by RoAndCo
Sakara "No Sacrifices" campaign wild postings in New York City, Campaign Art direction by RoAndCoSakara "No Sacrifices" campaign wild postings in New York City, Campaign Art direction by RoAndCo

Campaign

The campaign drew ironically on Leonardo da Vinci’s The Last Supper and played on the idea of celebrating abundance through a plant-based lifestyle. RoAndCo created a vibrant, eye-catching set of images designed to cut through other post-holiday advertising and brighten the drab winter months. The campaign slogan 'No Sacrifices' was accompanied by a manifesto that invited all to "Feed your spirit, not your fears. Eat joyfully, live wildly. Indulge in life-transforming plant-based super meals delivered to your door."

Close up of Sakara's table-scape. Dragonfruit, papaya, figs, and anthurium flowers help showcase clean and beautiful nutrition. Campaign Art direction by RoAndCoClose up of Sakara's table-scape. Dragonfruit, papaya, figs, and anthurium flowers help showcase clean and beautiful nutrition. Campaign Art direction by RoAndCo
Stacked fruits and vegetables for Sakara campaign, Art direction by RoAndCo Stacked fruits and vegetables for Sakara campaign, Art direction by RoAndCo
Sakara "No Sacrifices" campaign billboard, Art direction by RoAndCo Sakara "No Sacrifices" campaign billboard, Art direction by RoAndCo
Sakara "No Sacrifices" half-page ad in the New York Times, Campaign Art direction by RoAndCoSakara "No Sacrifices" half-page ad in the New York Times, Campaign Art direction by RoAndCo
Sakara "No Sacrifices" campaign direct-mailer 3-up, Art direction and design by RoAndCoSakara "No Sacrifices" campaign direct-mailer 3-up, Art direction and design by RoAndCo
Behind the scenes campaign photo, male model holding glass, surrounded by fruits and vegetables. Campaign Art direction by RoAndCoBehind the scenes campaign photo, male model holding glass, surrounded by fruits and vegetables. Campaign Art direction by RoAndCo
Behind the scenes campaign photo, tower of fruits and vegetables. Campaign Art direction by RoAndCoBehind the scenes campaign photo, tower of fruits and vegetables. Campaign Art direction by RoAndCo
Behind the scenes campaign photo, female model in yellow surrounded by fruits and vegetables. Campaign Art direction by RoAndCoBehind the scenes campaign photo, female model in yellow surrounded by fruits and vegetables. Campaign Art direction by RoAndCo
Behind the scenes campaign photo, female model in black jumpsuit. Campaign Art direction by RoAndCoBehind the scenes campaign photo, female model in black jumpsuit. Campaign Art direction by RoAndCo
Behind the scenes campaign photo, female model in red surrounded by fruits and vegetables. Campaign Art direction by RoAndCoBehind the scenes campaign photo, female model in red surrounded by fruits and vegetables. Campaign Art direction by RoAndCo
Behind the scenes campaign photo, female model in green, sitting at table surrounded by fruits and vegetables. Campaign Art direction by RoAndCoBehind the scenes campaign photo, female model in green, sitting at table surrounded by fruits and vegetables. Campaign Art direction by RoAndCo
Behind the scenes campaign photo, female model in green, sitting at table surrounded by fruits and vegetables. Campaign Art direction by RoAndCoBehind the scenes campaign photo, female model in green, sitting at table surrounded by fruits and vegetables. Campaign Art direction by RoAndCo
Behind the scenes campaign photo, female model in yellow with red camera flare in focus. Campaign Art direction by RoAndCoBehind the scenes campaign photo, female model in yellow with red camera flare in focus. Campaign Art direction by RoAndCo

Credits

Photographer Catherine Servel Food Stylist Alison Attenborough Prop Stylist Amy Elise Wilson
Producer Bobby Kopp Wardrobe Solange Franklin

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