Square Roots, a hydroponic grower that cultivates leafy greens inside modular, stacking containers in cities across the U.S., is launching its first ad campaign with a provocative claim that it is doing more than just surviving this February — it’s thriving.
Debuting in the dregs of winter, Square Roots invites viewers to witness that, even in the middle of rain, snow or extreme weather, its “vibrant, climate-controlled farms can recreate any plant’s ideal growing conditions,” according to a news release. As such, the hydroponic grower posits that it can successfully cultivate produce year-round across the U.S.
“By strategically placing farms along the food supply chain, we ensure our greens get to grocery stores within hours of harvest. This means our produce is so fresh, it lasts for weeks, not days — no matter the season or weather,” the company said in the release.
Related news: UNFI to co-locate Square Roots indoor farms at distribution centers nationwide
Square Roots’ advertising campaign targets key Midwestern markets in Ohio and Wisconsin and launches Feb. 27. The lure of fresh, vibrant greens in locations that experience severe winters is not lost on Square Roots’ creative team.
“Our first-ever advertising campaign invites consumers into this bright, fresh world. It features produce that was, quite literally, grown during blizzards and brutal cold fronts,” the company said in the release.
If the thought of thriving basil and tender greens in middle of a blizzard seems as baffling as it sounds, check out Square Roots’ video ad to see for yourself:
