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Mama Earth urges Big Box Detox

Toronto-based food delivery company Mama Earth Organics is conducting a campaign called “Big Box Detox” that encourages consumers to support local businesses rather that large chain stores. Developed by The Garden of Toronto, the campaign consists of out-of-home and social media advertising depicting a number of Mama Earth products and copy such as, “Time for a big-box detox?” “Think bigger than big box” and “Shop small box for a change.” The effort is intended to inform consumers that shopping at Mama Earth provides support to approximately 130 local farmers, artisans and chefs that constitute the company’s suppliers.

The campaign ran on 18 digital billboards in the Hamilton area through January, followed by 10 displays in the Kitchener, Milton and Mississauga areas through February. These are being accompanied by Instagram and Facebook ads, online display ads and online video.

“Small businesses have been hit hard by COVID, especially with restrictions that seem to favour big-box stores,” said Samantha Sabatini, business lead at The Garden. “Consumers are very sensitive to this and are rethinking how they shop in 2021. We wanted to position Mama Earth as a thoughtful way to support the local economy through their relationships with small farms and local businesses.”

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