Vitamix breaks new campaign
Vitamix, a company specializing in consumer and commercial blenders, has begun a new campaign called “Life in Colour.” Developed by Mint of Toronto, the month-long campaign focuses on the arrival of spring and encourages consumers to add more produce to their diet. The creative makes use of a stylized film and tone-on-tone photography intended to highlight the colours, textures and freshness of various ingredients. The effort also features fitness personality Zehra Allibhai and her family, as well as other social media influencers.
“Whole food eating is conventionally portrayed as boring,” said Kim Tarlo, executive creative director of Mint. “Yet plant-based food is exploding and flexitarians are on the rise. Nature’s candy is hot and Vitamix has always been there for it. The ‘Life in Colour’ campaign celebrates this by making a big deal of the vibrancy fruits and vegetables bring to our lives, and we could all use a little more vibrancy these days.”