PROJECT The Beretta Story | CLIENT Beretta Farms | SERVICES Creative, Branded Content
Founded by Mike and Cynthia Beretta, Beretta Farms is one of the most recognizable names in Canadian family farming. The natural and organic food purveyor has grown into a market-leading brand of fresh beef, poultry, deli products and meal solutions.
The Berettas wanted to share their story with employees and consumers alike in celebration of their company’s 25th anniversary. Our challenge was to differentiate Beretta Farms from its competitors who have a similar desire to give consumers a healthy alternative.
Twenty-five years in business is quite a milestone for these pioneers in the natural and organic food space. We were looking for a unique angle and after pre-interviewing Mike and Cynthia, we quickly realized their personal story sets them apart from other brands that have surfaced after them.
We created a campaign of 3 spots, telling the story of how they dreamed of sharing the benefits of clean eating with others after discovering the improvements it made within their own family; how that dream seemed to go up in flames when their barn burnt down, and how they almost gave up at that moment. A whole community of people rallied around them to help them keep their dream alive.
Inspiring stories don’t start with accomplishments, they start with our weaknesses. Beretta’s commitment in the face of adversity is an inspiring story that consumers can relate to and champion.
