Humanaut has launched a new video, paid social and display advertising campaign to promote Apeel, a food-system innovation company that enables more time for produce to stay fresh so that less food goes to waste throughout the supply chain. Apeel is doing this through an edible, plant-based coating that extends the shelf-life of fresh fruits and vegetables by keeping moisture in and oxygen out—the two primary causes of spoilage.
“Spoiler Alert!” features six videos—five 15-second spots and one 60-second spot—disguised as previews for tense action blockbusters starring various pieces of produce. The creative will run on YouTube, Hulu, TikTok, Instagram, and other CTV streaming publisher sites like Warner Media, Fubo, Vudu and SlingTV. Additionally, Humanaut created five social and display ads for Instagram, TikTok and YouTube. This is the agency’s first work for the client.
The spots begin with a familiar voiceover saying, “In a world…” and explaining the stakes, as dramatic music pumps, then everything comes to a halt when a knowing grocery clerk character pops up on the screen at the sound of a “ping!” prompt. “SPOILER ALERT!” he exclaims. “Apeel’s already in grocery stores.” And changing the tone from doom and gloom to something more hopeful to act upon.
The average American household wastes 31.9% of their food, according to the American Journal of Agricultural Economics. By extending the shelf life of produce with plant-based protection, Apeel makes it easier for people to use and enjoy groceries while ensuring that less food and the resources that go into providing it get wasted. Apeel is applied to produce after it is harvested and is then distributed to retail stores where shoppers can purchase their longer-lasting produce. Consumers can find retailers who carry Apeel-protected produce on Apeel’s store locator.
“Most of the news we hear about climate change feels like a doomsday movie with no hope,” said David Littlejohn, founder/CCO of Humanaut. “Fortunately, Apeel is an exciting and simple solution that already exists in a grocery store near you, which means the story of our planet may have a happy ending.”
“At Apeel, we’re focused on working with nature to reduce food waste,” said Jason De Turris, SVP of Marketing Sciences at Apeel. “We wanted this creative to capture people’s attention and show the world that when we work with nature instead of against it, there is a better story we can shape together.”
Apeel’s plant-based protection keeps produce fresher longer, reducing waste and spoilage throughout the supply chain. In fact, in 2021, Apeel helped prevent 33 million pieces of produce from going to waste, avoided 7.3K metric tons of CO₂-eq of greenhouse gas emissions, the equivalent of planting 120,000 trees; and conserved 1.5 billion liters of water, enough to fill 610 Olympic-sized swimming pools. Check out Apeel.com to learn more and to find Apeel-protected produce at a store near you.
CREDITS
Campaign Title: Spoiler Alert!
Client: Apeel Sciences
Agency: Humanaut
Chief Creative Director: David Littlejohn
VP Creative: Dan Jacobs
Creative Director: Nathan Dills
Associate Creative Director: Steven Preisman
Designers: Jesse Filoteo, Travis Hitchcock
Creative Producers: Chira Bamarni, Zach Plating
Senior Brand Producer: Caty Hicks
Junior Brand Producer: Brooke Frazzetto
Creative Coordinator: Tarrisha Hicks
Agency Production Coordinator: Teralyn Wade
Production Company: Humanaut
Executive Producer: Tommy Wilson
Producer: Rachel Bohanon
Director: Dan Jacobs
Director of Photography: Kyler Potter
Assistant Director: Samuel Ibach
Associate Producer: Anna Roncskevitz
Production Coordinator: Carolita Claus
Art Director: Paul Merchant
Post Production Supervisor: Kyler Potter
Editor: Jeri Eduave
Assistant Editor: Jacob Dunn
Color: David George
Audio Mix: Danny Cooper
Source: Humanaut
Humanaut and Apeel Create Blockbuster Ads Encouraging Consumers to Reduce Food Waste added by newsroom on
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