Things have been going amazingly well for our little food business. We’ve been so grateful for such positive responses from people who have tried our products and loved them, that this has taken Righteous from strength to strength. From being listed in small farm shops, to getting the attention of supermarket giants… we owe it to lovers of the brand who have cheered us on and given us their continued support.
Now that our salad dressings are on supermarket shelves competing against the big brands, we realised that the real work had just begun. Supermarket buyers aren’t affording us any special treatment just because Righteous is a small start-up. Just like any of the other products on shelf, we are expected to perform. And if we don’t, Righteous products will be delisted – and all that hard work and personal investment we scraped together to start this business would have been for nothing. So you can say that we are now in ‘survival mode’.
Our challenge now is to find a way to tell more people about Righteous & our fantastic line of salad dressings. And we thought that the best way to do this is through a TV ad. But as you know, TV advertising can be quite expensive. So while we have some funds, we know this will be far smaller than any advertising budget of our big multinational competitors. We knew that whatever campaign we create really needs to leave its mark (because we will not be able to air it very often or for very long).
We needed our ad to:
– be memorable: for it to catch peoples’ attention & spark interest.
– show Righteous to be not just another health food brand.
– shows that salads can actually be exciting and enticing with the right accompaniment.
Through the passion – and the hard work of a group of friends that helped us put the ad together – we truly believe that we’ve come up with something that we can be proud of. It’s fun and sexy and we hope it will whet your appetite for salads and for Righteous!