MadeGood is a snack food brand with a mission to make the world a little better. But in 2021, that seems harder than ever. And our number one consumer—kids—are starting to realize the world isn’t going to fix itself, and our leaders and corporations have no interest in fixing it for them. So we made the largest problem facing the world our business problem, and presented it through the eyes of kids to persuade and inspire adults to Un-wreck the Future.

MadeGood is a triple-bottom line organization on a mission to save humanity through snacks that are nutritious, safe, delicious, production and packaging that is environmentally friendly, and business practices that are humane and ethical. As their first brand campaign, MadeGood had two asks: 1) Help drive consumer awareness and connection; and 2) Motivate people to do better for the world.

This work was released a week after the UN released a climate report declaring a "code red for humanity." At the same time, consumers are seeing food costs rise and crop yields fall due to climate change.

In June 2020, MadeGood launched an unignorable, thought-provoking campaign called “Un-Wreck the Future,” designed to both grab attention and inspire action. To do this, we told a tough story of concern for our world’s future through the eyes, hearts, and minds of those it will impact most: our children. Afterall, nobody is as imaginative or passionate about saving the future as them, and maybe a little child-like logic can save us all when it comes to the serious social and environmental issues that affect us today.

Ignite young people to stand up and fight food insecurity in the United States by empowering them with the creative energy that exists in all young people.

In the campaign, five young kids are triggered by seeing a news story declaring a code red for humanity, and decide to start to by trying to come up with ideas to solve the hunger crisis. We follow them throughout their day as they try to find creative ways out of their desperate situation, becoming discouraged in the process, but never giving up hope. We end with a CTA asking people to help them join MadeGood to help them "Un-Wreck the Future."

Overall, the brand campaign far exceeded all campaign benchmarks. Garnering 81.99MM impressions across Canada and the U.S. (32.19MM Canada / 49.8MM US) and 861,883 clicks to the website (393,046 Canada / 468,837 US). Of particular significance, the branded videos achieved a total of 25.81MM completed views (8.02MM Canada / 17.79MM US) at a cost-per-completed-view of $0.01, helping MadeGood surpass Kashi and become the #1 organic granola brand in the United States, while delivering strong sales results of the snacks in Canada.