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Tastes Great,
Less (Land)Filling

Tastes Great, Less (Land)Filling

Advertising agency Kemp Goldberg Partners recently rolled out ads for The Nature Conservancy in Boston that ask people what the “future of nature” will be – in each case, prompting them to choose between two apparently imcompatible options. Loggers or forests? People or wildlife? Fishermen or fish? Ecology or economy? The campaign points to a landing page where visitors learn that, in fact, they might not have to choose at all – that a healthy economy and a healthy natural world are both possible. The so-called “tastes great, less filling” approach of the ads is a provocative one, and the intention is that it will draw people into the conversation. Kemp Goldberg is based in Portland ME.
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