We’ve all heard that fermented foods like kombucha and kimchi are good for you—even trendy—but how does a dietary supplement ingredient that is clinically proven to help strengthen the immune system, in the same way, take advantage of this consumer trend? This is the challenge KC has been tackling for EpiCor.

What is EpiCor?

EpiCor is a first-of-its-kind fermentate ingredient that taps the natural power of fermentation to deliver immune and gut health benefits to vitamin and supplement products. Although fermentation is an ancient process that dates back to 6000 BC, science is still learning about the positive effects fermented foods have on gut health and the immune system. EpiCor functions like a “postbiotic” by providing the nutrients resulting from pre and probiotics without the digestive process.

In plain English, it delivers the benefits of fermented foods like kombucha and yogurt without having to eat or drink it.

A first-of-its-kind ingredient with a one-of-a-kind origin story.

While EpiCor started as an additive for animal supplements, the insurance company for the Diamond V plant in Iowa noticed that plant workers weren’t calling in ill as much as their spouses and the office workers. An independent study confirmed that plant workers exposed to EpiCor did indeed have healthier immune systems.

Attention is bubbling up.

With a unique backstory, EpiCor (and its parent companies, Diamond V and Cargill) has caught the eye of supplement producers and lifestyle brands looking for alternative immune-boosting ingredients. For example, Gwenyth Paltrow’s Goop offers an immune-boosting chew called “Perfect Attendance.” One of the main ingredients? EpiCor.

How KC is feeding the trend.

KC has helped EpiCor roll out a robust B2B campaign, getting the word out about this unique, trend-forward ingredient so supplement companies can get ahead of the fermentation game. Beyond the programmatic media campaign and bold creative, KC has developed a consumer campaign to help with consumer pull-through by tapping into the fermented food and micro ingredient trends. The consumer campaign is designed to not only build awareness, interest, and demand, but to prove consumer demand for fermentate exists in the marketplace.

While results are still TBD, the early results are in: the world is ready for EpiCor.

The problem with working on-the-go: You can’t take the cubicle with you.

3M, the experts in screen privacy, wanted to raise awareness among business travelers that visual hacking can happen anywhere (especially while traveling for work), but that it’s easy to protect the sensitive information displayed on their screens with the help of a 3M Privacy Filter.

What better place to show someone how they can get some privacy in a public place than at the airport? 3M wanted to reach these business travelers to get the message purchase a privacy filter on the spot or request privacy filters from their organizations’ IT manager. To sweeten the deal, 3M partnered with CDW to provide a 20% discount on laptop privacy filters.

Photo of a 3M Privacy Airport Banner with the headline "Leave visual hackers at the Gate"

The airport takeover approach.

To get the word out, and make it stand out in a busy airport terminal, KC created an airport takeover campaign that splashed the campaign messaging all over, including multiple window clings, backlit signage, CNN tv spots, video ads, IP targeted programmatic ads, and even an installation in one concourse manned by a street team.

The middle seat will never be the same again.

Photo of a 3M Privacy Airport Display with the headline "Going to LGA? Make sure your private information doesn't go to SFO."

The program was such a success, that not only did 3M see a massive sales lift, but they have extended and expanded the campaign to other airports across the country.

Animated GIF of a 3M Privacy geofenced digital banner advertisement

Geofenced digital display ads appeared when business travelers entered targeted airports.

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We had fun with this one! Check out our latest (and loudest) work yet for ONE20, featuring the finger of one of our own.

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