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Organic used to be king, but in 2024 searches for “artificial” overtook “organic” for the first time. That’s bad news when you’re called Australian Organic Food Co.
We hijacked the artificial trend. By creating a job we knew artificial being couldn’t do – taste testing their 100% non-artificial food.
Australian Organic Food Co goods are crafted for humans, and humans alone. That’s why we created a job for articial beings they simply couldn’t do – taste test the food. We created a new job for robots. We started a recruitment campaign for artificial beings to perform the one job they can’t – taste testing our organic food. We recruited them through DMs, social posts and job listings written in their favourite programming languages.
Our integrated campaign targeted robots, smart devices, artificial influencers, video game characters and AI. Artificial applicants applied through our job portal. Any humans who tried to apply were rejected and consoled with free samples of our organic food to enjoy with our organic taste buds. Successful candidates were invited to taste test on camera. We released casting videos that showed trying and miserably failing to taste test our organic food with their artificial taste buds.
They all failed dismally. That’s why the job’s still open. Which is great, because if artificial beings can’t taste our food, our human customers can be sure it’s real (and real good).
We turned their inability into a fully integrated campaign. Their failed tasting notes featured in socials and OOH. We even put their stamps of disapproval on tens of thousands of packs at major supermarkets. Their failure was our success;
