Cargill Nourishes Brand Image E02IPO29

Cargill takes a more emotional approach in its new campaign, which aims to burnish the private food processor’s image among its customers, clients and national “thought leaders.”

The TV and print campaign from Martin/Williams is tagged “Nourishing potential” and suggests food is the root of all human achievement, said Lyle Wedemeyer, creative strategist and copywriter on the campaign.

An ad effort from the Minneapolis company two years ago touted its contributions to the community and industry with the tagline, “It’s not just what we do. It’s how we do it.”

“The last campaign addressed who they were and what they were doing,” Wedemeyer said. The new work is intended to add some warmth to the company, he said.

“We’re trying to dramatize their role in the food industry by illustrating past, present and future human achievements,” Wedemeyer said. “It’s about the possibilities of a better-fed and better-nourished population in general.”

The print and television campaign depicts people accompanied by human accomplishments both large and small. One TV spot depicts children in front of radio telescopes and in the National Theater in Prague. A voiceover asserts, “The better we are fed, the more we can achieve.”

Another spot depicts seniors and a scene of what they’ve accomplished over their lives, such as an Italian artist and his work and a U.S. teacher and her school.

Print executions follow a similar theme.

“Food is at the basis of what [people] can accomplish throughout life,” said creative/art director Jim Henderson. “If they [don’t] have to worry about that, they can do a lot more.”

The campaign was shot in six countries around the world to reflect Cargill’s international stature, Wedemeyer said.

“We wanted to give it a worldly feel,” he said. “We wanted to show a wide range of people and cultures.”

Print executions broke last week in weekly news and business publications. Television is expected to break on national cable and regional broadcasts on Jan. 15, according to company representative Rob Johnson.

Cargill has budgeted $10 million for its corporate image campaign, Johnson said. The company spent $9 million on ads last year, according to Competitive Media Reporting.