PurelyPlanted Foods Facebook Ad
Project Background
PurelyPlanted Foods is a mock Saskatchewan-based business looking to expand their customer base, increase their sales, and establish locations across the whole of Canada. Their primary service is the delivery of healthy, local, and organic groceries using a subscription-based system. At the time of this project, they were also considering the sale and delivery of supplements. The business started off its marketing solely through word-of-mouth, quickly realizing further advertising was necessary for future growth. The brand's clientele range from yoga enthusiasts to gym lovers to everyday parents. PurelyPlanted Foods prides itself on working to make a big difference toward a healthier, more sustainable world.
PurelyPlanted Foods Door Hanger
PurelyPlanted Foods Digital Ad (A)
PurelyPlanted Foods Digital Ad (B)
Obstacle & Approach
This project began as a full brand build for PurelyPlanted Foods, a business with no existing marketing or visual identity. There was no logo, website, social presence, or defined target market. My role extended beyond design to include foundational research and brand development. I started by analyzing the business description and identifying three distinct customer personas. From there, I conducted detailed market research to better understand their needs, values, and motivations.
PurelyPlanted offers organic, higher-end ingredients, which positioned the brand toward a mid to high-income audience. That insight guided the entire design direction. I developed a clean, minimal brand identity that would resonate with busy, health-conscious consumers looking for convenience without compromise. After finalizing the logo and visual direction, I moved into creating social media ads to support the brand’s growth.
The client requested two distinct Facebook advertisements for A/B testing, each communicating the brand’s value proposition in a different way. Using my background in marketing and communications, I wrote the ad copy and crafted two visual strategies. One ad focused on the product itself, showing a vibrant, healthy meal made with PurelyPlanted ingredients. The second highlighted ease of use, positioning the service as time-saving and stress-free. I experimented with different imagery and colour palettes, while keeping typography and layout consistent across both ads.
The most challenging part of the project was designing the door hanger. The client wanted to include multiple content elements on a single side, including a logo, headlines, features, a promo code, contact details, imagery, and a QR code. The back side needed to remain blank. After testing several layout options and assessing space limitations, I developed a perforated coupon at the bottom of the hanger. This allowed the promotional content to remain readable and functional, while also giving the audience something they could tear off and keep. The coupon was designed to fit inside a standard wallet and included all key information about the offer.
Summary
Overall, I found this project highly enjoyable, especially as it allowed me to put my marketing skills into practice. Incorporating the detachable coupon into the door hanger was a key innovation and a highlight of the project. It is a piece I am proud of and one that will not be easily forgotten.
