Last week, we witnessed the launch of a lovely new creative campaign for what is clearly a purpose brand: The Natural Meat Co. After reveling in this creative’s wonderfulness for a bit, I started thing about purpose branding in general. Please come into this the same way I did—by watching the campaign’s foundational creative first.

The Greenfield Brand Back Story

The Hard Way campaign makes the brand look like a well-funded start-up. In fact, it’s a (well-funded) Maple Leaf Foods brand started in 2015. Since the beginning, Greenfield’s purpose has been to make ‘sustainable meat attainable.’ But this ambitious version of sustainability goes beyond farming practice to include climate (carbon neutrality), animal welfare and human health (antibiotic and additive free). As a result of these practices, Greenfield products are priced at an average 25% price premium to non-sustainable competitive products. [1]

‘The Hard Way’ is the latest of several creative approaches over the brand’s short history, all conceived and executed by the same CMO and agency partner.

Notes and references:
  1. Comparing Canadian retail prices for Greenfield bacon products to other brands not on promotional pricing, October, 2025.
  2. footnote 2.
  3. footnote 3.