Pure Leaf Campaign — BioScanner
A social media and PR campaign concept for Pure Leaf's Tea House Collection. Since Pure Leaf's products are natural and simply made, the idea was to motivate consumers to fill their kitchens with fruits, vegetables, and herbs—mirroring the brand's philosophy.
THE CONCEPT
BioScanner—an app that scans and identifies any fruit or herb that users find at home, in a park, or in a garden. The scan provides information about the origin of the leaf or fruit (hibiscus, ginger, valencia orange, etc.) and rewards users with a 2-for-1 coupon for Pure Leaf's Premium Tea House Collection when shared on social media with #LivePure or #PureLeafLivePure.
STRATEGY
Flavor availability varies by date, allowing Pure Leaf to regulate sales of specific flavors while encouraging consumers to keep their fridges stocked with fresh fruits. The campaign leverages user-generated content to maximize impressions with minimal media investment—the best way to create organic reach.
