GET Creative + Spark Foundry Highlight Nature's Way Values in Branded Content Series
USA TODAY NETWORK’s branded content studio, GET Creative, has launched a campaign with Spark Foundry and Nature’s Way to educate consumers on Nature’s Way values in authenticity, quality and trust.
The campaign is a four-part video series that tells the true stories of how Nature’s Way products are made and the people behind the efforts. Part 1 took audiences into a Holy Basil farm in India with beautiful video and interview coverage, while part 2 allows viewers the ability to insert themselves into the landscape of a turmeric farm in India utilizing VR/360 video (a brand first for Nature’s Way). With parts 3 and 4 coming out this Fall,
Brand Storytelling connected with GET Creative’s Creative Director Chris Sweigart and Spark Foundry’s Global Head of Content Eric Levin to learn more about this collaborative partnership and to discuss the power of reaching audiences through compelling and immersive storytelling.
How did GET Creative come to partner with Spark Foundry on this Nature’s Way story series?
CS: This has been a true collaboration between GET Creative and Spark Foundry from the beginning. Since the very beginning, we collaboratively brainstormed concepts and ideas that would truly bring the Nature’s Way story to life in a way that would connect with the USA TODAY NETWORK audience.
EL: Spark Foundry and USA TODAY NETWORK have a great working relationship and we were excited to see how they could further develop Spark and Nature’s Way’s campaign idea in the RFP stage. They really understood our process and were able work creatively and collaboratively with Spark’s Content Team to bring our concept for Nature’s Way to life for the USA TODAY audience.
What was the impetus behind telling these farmers’ stories?
EL: Nature’s Way had developed a great creative campaign of Grow Together, which featured a pivotal “Anthem” spot. After diving deeper into the client’s goals and objectives, it was a natural next step to tell a more intimate story behind Grow Together. For a brand like Nature’s Way, this wasn’t just another creative campaign, it was a way to convey what they truly believe as a company. Not only do they care about where their products are sourced from, but they know their consumers do as well. Particularly in today’s climate where there are so many choices for our audience, it was important to show the real people and families behind these products from around the world and Nature’s Way’s commitment to them.