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.
- Art Direction
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."