This store requires javascript to be enabled for some features to work correctly.


All Green Podcast Ep.15 -Marketing Mania with Michael and Andrea

All Green Podcast Ep.15 -Marketing Mania with Michael and Andrea

Marketing, marketing, marketing! This episode on the All Green Podcast dives into the wonderful world of marketing. 
Check it out as Andrea talks about what a marketing campaign is, how to plan one out, and some of her tips and tricks to creating awesome and interactive content that helps fulfil our business objectives. 

2022 was the year of hundreds of marketing campaigns. Both good and bad. Andrea and Michael sit down and discuss some of their favourite campaigns through the year and what exactly made them so memorable and effective. From Hellmann's Superbowl food waste commercial, to the MSCHF shoes that were meant to be worn down, there is much to be discussed in this week's episode.


Michael: All right, all right, all right. It's the All Green Podcast with Eco Four Twenty. I'm super excited here, I'm Michael Ghazal and I'm here with my Co-Owner, Andrea. I'm excited because today we're gonna be talking about marketing. Andrea doesn't want to say it, but she is a marketing genius and an expert, and I've just seen her grow over the last couple years in terms of marketing expertise. It's been so interesting to see so many different kind of other marketing projects from other companies. You know, you have to like stand out in such a crowded field. So how do these companies do it in just even over the last years, haven't we seen so much cool marketing projects?

Andrea: It's like people are becoming more creative just to get around like the legal loopholes and stuff like that, I find.

Michael: That's a good point.

Andrea: Outside of that, I think because it's like the, the era of digital media.

Michael: They're always pushing the envelope because they see other people pushing the envelope. I see some companies and I'm like, "Oh wow, we can do this. We can do a popup in this way. We can, uh, do this flashy project." And then people keep pushing the envelope more and more. It's just cool to have an episode we thought where we just kind of feature and talk about a couple of these other projects we've heard over the last year. I think it's really exciting to talk about. Andrea is an expert. I've seen her do some amazing marketing projects for us at Eco Four Twenty over the last year, so I really value what she says when she picks these cool projects.

Andrea: Thanks, Michael. I'll remember that next time you, you criticize any work

Michael: But I'm in the background sneakily criticizing the marketing, but I'm always there to help, I guess in, in a small way.

Andrea: Make it pop. We'll get into it, but I have a cool story if you want to hear about it.

Michael: I'm excited. Yeah, definitely.

Andrea: 'Cause you know, the holidays are coming up, Christmas holidays, holiday season. I think one thing people don't really consider is what happens to your tree after you throw it out. Most people just kind of leave it on their front lawn and hope somebody comes like with the truck and picks it up, but like-

Michael: It's thrown in the garbage.

Andrea: Sure. It goes straight into the garbage and it just sits there. So I found this cool story of this company in England that is basically collecting money through a, like they have a recycling tree program for Christmas trees. So people will donate $10, they take that money that goes to like hospice, charity that they're working with. And then they take the trees and they mulch them and then they use that for fertilizer and stuff in the farm. So people are like profiting off of it, but in a good way 'cause they're donating the money. 

Michael: And then is it run by the same organizers of that hospice or just the money goes towards-

Andrea: I think it goes to them and then they also work with a company that like mulches the trees and stuff that they take it to and get it like, professionally broken down. Um, but I thought that was cool 'cause it's like, what else do you do with them? You know? It just sits in the waste probably.

Michael: And honestly, even just trying to think about like, what is the most things that people do every year? Like clockwork people are buying new trees. And, um, if you don't mind me asking, what was it like growing up in your house? Like did you have a plastic tree? Did you have a new tree each year? Like, my parents, myself, if I may say, they did a tree that they cut down every year, and I didn't really like that. And so then now that I live alone I have a plastic tree that I like to reuse every year. And I've had it now for like four years running that I got from Dollarama.

Andrea:  We had like real trees as well. But I remember every year,  without a doubt, at the end of the season when my dad's like even before when he is trying to get the tree and the holder and you gotta put the water and make sure that it's not slanted and the whole thing, he's like, "Man, I'm just gonna get a plastic tree. Like I don't wanna deal with this. Like, there's needles all over the house and stuff like that."

Michael: He drags it in, right?

Andrea: Yeah. Yeah. Like he's just tired of it, but he never got a plastic tree. 

Michael: I think a lot of people also don't like this storage of plastic. All year you have to have this huge like eight, nine foot, 10 foot tree in your house if it's plastic. . So I know there's some that kind of fold down and break down as well. Like it's just cool that even in tree innovation this is happening. And now you have new companies that are turning the trees into fertilizer and turning into such a positive thing. And you know, we've had, Sammy on our podcast before talking about upcycling and reusing things that were gonna just be garbage gardening. You know? So I think it's so cool that like new stories like this are happening. 

Andrea: I remember I actually had a teacher, a science teacher in high school, and I, again, this is possibly alleged, but he did have a Christmas tree farm. So now I'm like, "Oh man, he's gonna go out of business with these like new plastic trees and stuff like that." I feel like eventually people are just gonna stop buying them. Like they're expensive and you only really keep them for a couple weeks. 

Michael:  I feel like you can't regrow a tree though. Can you? Like you can't cut the tree down and then replant it.

Andrea: No. 

Michael: It's kind of like used and stuff, and so if you're gonna use it in a way that you can then use it for fertilizer to grow more other trees, that's such a cool thing. And even just selling the fertilizer, I know there's that fertilizer shortage. So if we even save, let's say half of the trees that would've gone to the dump, now it can be used for fertilizer or to feed something. And just to go along with that story is like, there's one in, in Kitchener Waterloo that does a very similar thing; they feed it to goats. So it's like a goat farm that they have. And uh, yeah, this is in Kitchener Waterloo like as the holidays come and go at the end of the year, you can give them and the goats will eat the trees. Like, they literally like eat all the pines. I think it's because they have a strong digestive system that they're able to eat weeds. We, we read a story before about how they're just eating grass, instead of a lawnmower alternative. So I think that's so interesting. So this is Top Market Meats in Ariss and The Rodrigues Farm in Ayr, Ontario.  So it's kind of interesting that they're able to do that. You can feed your discarded evergreens. So I'm always curious as to what our listeners even do with their trees. Do they have the plastic option? Do they have like a live option?

Andrea: I feel like you should do that with pumpkins too. Like at the end of Halloween is bring them to a goat farm.

Michael: That's an interesting one because goats are just getting free food all the time. They're chilling, they eat anything. Um, what do they do with all pumpkins? I just never thought of that either.

Andrea: Probably throw in the trash too. Cause eventually they get moldy and mushy and stuff, right? Because squirrels get into them. 

Michael: I know it's funny to think about, but it's also like so wasteful. But it's like we just had the pumpkins that we're throwing out. We're gonna be throwing out our Christmas trees. We gotta be throwing out all those politics signs that like, after all the elections are done. You think they're all going to pick it up and reusing, recycling? No, they're throwing that out and I remember we wrote a blog about it a long time ago about how that's one of the most wasteful things. So the amount of waste that could actually be reused into such a good way starts with the tree, but it ends with the turkey, the pumpkin and all of them and stuff. I think that's so cool.

Andrea: Get the goats in on it.

Michael: So shout out to that farm. That's really cool that they're doing that. What is the farm called again? 

Andrea: I believe it's called the Longfield Community Hospice.

Michael: That's very cool. In the UK. So awesome. Shout out to them. That's a really cool marketing project then. 

Andrea: Yeah. Christmas Tree Recycling campaign.

Michael: That's pretty neat. So just leading into, you know, what we're gonna talk about the main part of our story. So Andrea's gonna just give a brief overview of marketing campaigns and what are they are. 

Andrea: We love to do marketing here. I think marketing campaigns are one of the more exciting parts of the job 'cause I feel like you can get really creative with it. The idea of a campaign is to organize your campaigns to promote a specific company objective or goal. So if you're trying to raise brand awareness or like putting out a new product or you're just trying to get some feedback from customers and what they think of you, you can use marketing campaigns for that. And even through it you can do like surveys, emails, you know, ads, social media. There's like a plethora of different ways that you can communicate with your customers in that way. 

Michael: Is there some that you prefer now, you know, while we're doing marketing for Eco Four Twenty? What are the marketing avenues that you've enjoyed using over the last while?

Andrea: I mean, I think it goes without saying that digital marketing is like pretty much at its peak right now. So part of it is probably social media. I feel like that's more of where we can show our personality as a company and like who we are bigger than our products and what we do. But I really like email marketing. I think that's a great way to relay important information to customers and deals and promotions and stuff like that and make them feel special. So yeah, social media, emails. I think there's a lot more that we can get into, but just for the time being, I think those are really good ways to sort of communicate with customers. 

Michael: And if you don't mind me asking, when you start a new campaign or when you think about a marketing campaign, what is like the first initial steps that get you from zero to kind of starting? Like what is it that kind of like starts your gears when you do a marketing campaign?

Andea: So I think the first thing that I always try and do is have a vision of basically what we wanna get done or like achieve from this campaign because it's time and money. So it's like, what's your ins and what's your outs? I think from that vision it's sort of working outward and being like, you know, what target audience do we want to talk to? Is it people that have already bought from us or people that we wanna buy from us? Where do we wanna reach out to them, emails or is it social media or something else? I like to think about how long it's gonna take me and if it costs me any money, what that might be and then what  resources I might need for the whole thing, where I'm gonna put it, what kind of format I need for it. And basically if there's other people that need to be a part of it, like if I need your help to film a video or you know, it's like a sales promotion, then we kind of go through that stream. But I think just like any project, you kind of wanna map it out in a way where it's easier to visualize from beginning to end. 'Cause it can get overwhelming if you don't know where you're going with it.

Michael: Planning it out is good. Yeah. And I've seen some of your plans before we do a video, even if it's a small TikTok video, like we talk it out and we plan it out and even just putting it on paper sometimes really helps. So I've seen you do that very effectively.

Andrea: I think a big part of it is it seems like it's easier to do things on the whim because it's kind of like a creative thing, but ultimately you realize when you get to that point where you hit a roadblock, you're like, "Man, I wish I thought about this before. I wish I planned for this." You know, "I don't have this material or I don't have this accessible." So it just takes up more time and energy than it needed to. I think with marketing campaigns, like 50% of it is like planning 'cause it's like, you know, they're usually semi-long term, you know, like a week, two weeks or even a couple days short term. You really want to get it right the first time.

Michael: Do you remember we went to do a TikTok video. Where we were just outside and we didn't have the tripod and yeah. We had to come all the way back. Like, "Oh, if we planned this we would've known we might have needed that material." It's a small thing that costs a bit of time, but it's a fun learning thing I think as well. And just leading into like these companies that we're gonna talk- these are massive projects, these aren't like small budget low things. They're huge projects and shout out to the companies 'cause it must take a lot of time, energy, effort, I'm sure. Weeks and months of planning, if not the whole year. So, it's exciting to hear about some of the good ones and Andrea will lead into with one of the ones she's picked.

Andrea: So, one of my picks for like a really cool marketing campaign that I've enjoyed this year and the past year, is by Pure SunFarms. They are a licensed producer in BC and it's called the FlowerHood. So it's basically a collaborative vintage collection that explores the stories of how the flower kind of looks and, and feels through the eyes of six different artists. It's probably more artists at the point that I'm reading this. So they reach out to artists and they get them to interpret one of their strains, one of Pure SunFarm strains, and they come out with a lot of cool merchandise, I would say. They have the art prints and they were originally hand painted and they have a different depiction for each type of flower. I think it's a really unique and beautiful way to kind of advertise something that doesn't always seem that beautiful and involving small artists and members of the community in it I think is really important.

Michael: And how do you market something where a lot of them look similar? You know, it's hard to really market the product in a way. So you're right. Pure Sunfarms did such a good job of actually bringing a unique value to customers. You know, like you can actually buy this art print that looks beautiful. I've seen it on your wall. It looks so nice. What's cool is, yeah, like so each one is a unique artist. Yeah. So each one can then take ownership in that painting that they got to do and then they're marketing for Pure Sunfarms. So in that way they're getting these artists like circular marketing to help promote the company, so I'm sure people have loved it. And then when they launch a new product or a new strain or anything, do they then get a new artist?

Andrea: Yeah. Or I think sometimes they even work with previous artists, but I think it's a really cool idea because it's, like you've seen merch in the industry and you kind of know it's very branded, like it's usually just a name or a logo or something. But I think this makes it a bit more interesting. Like, you could wear one of these sweaters and somebody might not know that it's "Oh wow, that's Pure Sunfarms. That's crazy. It's such a nice print," you know? So that's the other thing I notice about these prints, they're not explicit. I think they're very wearable and like I, they think they look great on my wall. I think Pure Sunfarms really like nailed it.

Michael I think the logo is even only on the wood part. It's not even on the painting. You know, I've seen even when you're wearing a t-shirt, you know, sometimes it's just-

Andrea: Just blasted on the front.

Michael: Yeah. And it takes away from the beauty of the art, the beauty of the actual thing. 

Andrea: It just looks like an ad.

Michael: Right. 

Andrea: This is more of like a refined merchandising experience. And I feel like it's really part of the Pure Sunfarms brand of like, "We're a collective, we're a community." you know, "You can wear our clothes and rep us". I love it. I really support it, I think it's a fantastic campaign. 

Michael: This is the Pure SunFarms and then the artist is Laura Garcia Serventi. And, I think that's really cool that she's able to do these kind of beautiful art prints. What's your favorite if you've gone through them, out of all of them? I'll tell you my favorite first, or you go first, I wanna hear you first.

Andrea: I think the one I have is the Laura Garcia Serventi the Jet Fuel Gelato. That's the one I have hanging in my room with like the ice cream cones and the jets. I love it, I think it's so cute. 

Michael: And in a way it's like the strain in itself. I think it visualizes what it is. But it's not abstract art because it's like, I don't know if, is it called surrealism where it's like- I think that tree, not a tree, it's also like big, it's also ice cream. And I think like that's what's cool about it. I love the one that's the desert, like just Blue Dream, by Laura Garcia as well. It is just beautiful 'cause it reminds me of the warmth that we need when it's so cold in Canada. And especially when you get these on your wall, I love art that just takes you to a different place. But what's cool about these is you can have these on your wall and not even think it's Pure Sunfarms, you know, but it's just like, it's only when you look at it, it's in your brain. So it's a great job by them, honestly. I think that's a fantastic project. People can buy this on the Pure Sunfarms website. I guess like they're, they're still available just looking at them.

Andrea: Yes. And the collections, you can find them there. Do you have any cool marketing campaigns you'd like to talk about? 

Michael: Yes. So this year, we're gonna talk about mayonnaise. I think you would think, "Oh, why is that funny?" Like, like imagine being a marketing company or a marketing employee within a brand like Kraft or you have to market ketchup. You have to market mayonnaise. Like that is such a- not to say boring, 'cause mayonnaise is not boring. It can be funny, but how do you do it in a unique way, right? Like, these guys must have sat there for hours. Like, "What are we gonna do? I literally do not know." And I just think it's a consumer good that everybody might use, but how do you make an ad with a purpose? How do you make it pop? How do you do that? Yeah, it's just mayonnaise. So I think Hellman's Mayo did it well they did it with- it was like a Super Bowl campaign and they did it with basically a professional football player whose last name is Mayo. 

Andrea: So he's born for the role

Michael: He was born for this Mayo role. Man, imagine it's like, "Who's your sponsor?" "Oh, Mayo, I'm sponsored by Mayonnaise." Yeah. Like other people are sponsored by Jordan's. He's got the mayonnaise sponsorship. Basically they got this professional football player to just, as people were, were going to throw out food, he would tackle 'em and say, "Hey, you don't need to throw this out. You could make this." And as he's gonna throw out something, he's like, "That could be frittatas. He could be using it for later." And then one of the people is Pete Davidson. So they got like a celebrity to kind of be in it, in that sense. But then as he's tackling him, he just goes,  "Oh, I didn't wanna do it. I just felt like I had to tackle you." And then he (Pete) goes, "Yeah, I have a very tackleable face. Like I I'm very hittable." And I think it's like, how much did they pay mayonnaise? Big Mayo had to pay Pete Davidson-

Andrea: To be in that role.

Michael: But the fact that he's so popular because of the Kim Kardashian thing because it's in the pop culture now that they're able to bring that back. But the whole idea about the ad that I loved is that it's about reducing food waste and kind of upcycling the food. Like you don't need to throw it out today if you can reuse it for a potato salad tomorrow, I think is one of their arguments in it. Specifically they said 40% of all of the food in the US that goes wasted is wasted at the home already. And I do it a lot unfortunately, I live alone and I buy a lot of- I can never finish the whole bread. I put it in the freezer, but eventually some of the food goes to waste, and you have to throw out that pepper 'cause it's going bad. And I think if we can even reduce our waste a little bit, that's a great positive way to do it. So it's cool that I wouldn't think that that message would come from a mayonnaise company, but that's a shout out to Hellman's Mayo. Cause I think that was a good Super Bowl ad.

Andrea: It's cool to me because it's like, you'd assume, and I know Super Bowl ads are like- you pay a lot of for that slot, right? If you're paying that much, you wanna get that money back in sales. But like, that isn't a hard sell for mayonnaise, do you know what I mean? It's not like tackling you because you're not using mayonnaise or whatever. It's tackling you because you're throwing out food and that's wasteful. And this is how you can use our product to like repurpose it. You know? It's kind of unique in that sense. 

But it's a great point. Not the hard sell right at them. It's not just "You must buy, buy."

Andrea: I think it's also because of the product. You know, I think a lot of people just reach for whatever they've reached for forever. So I don't know. I've never even thought about it. I've never seen a ketchup ad either. Like condiment ads really. I guess it's kind of in the early two thousands.

Michael: I'll be honest, I don't even know another brand of mayonnaise besides them.

Andrea: Hellman's!

Michael: No. Besides them.

Andrea: Oh, that's who it is. 

Michael: That is who it is. 

Andrea: <laugh> I guess it's working. 

Michael: Who else? None? I don't know a second one. 

Andrea: Miracle Whip.

Michael: There you go. I'm sure that might be craft too. I'm not, I haven't looked it up. 

Andrea: But I think it is Kraft. 

Michael:  I'm sure it's a big corporation.

Andrea: Wait, are they both Kraft?

Michael:  I don't know. I have no idea. I didn't do that much in-depth research. 

Andrea: Kraft has a  mayonnaise monopoly. <laugh>.

Michael: This is all just big Mayo trying to do it. Okay. Hellmann's is owned by Unilever. That's a big company. Big company. Who is the other one you were saying?

Andrea: Kraft?

Michael: No, the the other mayonnaise company. 

Andrea: Miracle Whip.

Michael: If this is owned by Unilever- It is Kraft. So they're at least fighting each other. Unless we find out that craft is owned by Unilever. I don't know. 

Andrea: You gotta have a competitor in the mayonnaise space or else it's like, that's antitrust.

Michael: Do you think Kraft is out there going like, "I can't believe Hellmann's killed us with that, that thought of it. Why didn't we get Mayo? We should have got that." They're like scouring all the other sports for anybody named Mayo or mayonnaise or something. But it's good. I think it's just a funny cheeky ad. But it's also like effective and I mean, if it helps people think about reducing their food waste, I think it's a positive thing. 

Andrea: It's a good campaign. Um, I have one, have you heard of MSCHF? The company MSCHF?

Michael: Not much. No.

Andrea: So basically they're from Brooklyn and the guy that started the company used to work at Buzzfeed. And so he describes their employees as "Fans of mischief." So they describe themselves as an art and advertising collective. Essentially MSCHF creates viral products that generate a lot of press. The products usually go viral for different reasons, but they always seem to go viral. The company used to run non-traditional ad campaigns for brands like Casper and Target. MSCHF stopped doing that in September, 2019, instead to go all in on their own stuff. So they've done a couple, but I thought the one that was cool was they partnered with Jimmy Fallon to do a shoe. And they've done shoes before, but they called it the gobstomper. 

Michael: Gobstopper
like the candy you would suck on and it reveals the colors.

Andrea: Right.

Michael: Ah, very cool.

Andrea: And so the idea is like, as you wear the shoes down, it reveals more layers of colors. So it makes it cool to use your shoes up into a point where they're like scuffed and stuff versus throwing them away. Um, and there's

Michael: There's so many of those shoes that you're, you're supposed to buy a thousand dollars shoe but never wear it. It ruins the value if you wear it. Like I love those shoe collectors, but that's such a cool play on it

Andrea: It seems wasteful. 'Cause these are like designed to be worn down. So I thought that was kind of neat. They make you think, right? Like even if you're not the person to buy the shoe, 'cause I can't, not if they're expensive, if I'm being honest, it still makes you think like, "Wow, I never considered the fact that people throw out their shoes really often. Like they don't wear them down." Like you said, they buy them, they don't even wear them, they just keep them like collector cards or whatever. So I don't know. I thought it was a very interesting campaign. They've done other interesting ones too.

Michael: It gets people to think about it. I didn't know this, but the company, so they kind of pivoted from working with other companies like Target, they did ads and then they're like, "Wait, we could do this ourselves and do it with really cool celebrities." Like Jimmy Fallon is famous and just his own channels. He has his own YouTube, his own tv show when he talks about the MSCHF shoe more people hear about it. And I think that's also very eco-friendly 'cause it's just getting people to think about this. Like, how often do they throw out their shoes? I mean, if we can look back on our own graveyard of shoes, obviously it's thrown out or recycled in some ways. But imagine you could just see the weight when we die it's like you look back and you're like, "Man, that's a lot of shoes. That was my shoes."

Andrea: And most of them you haven't worn more than once or twice, you know. But actually, speaking of condiments, they recently did a campaign with Rihanna 'cause you know how she has a makeup line, it's called Fenty Beauty, and she did a collab with them where you get a box in the mail and it has ketchup packets in it. And so the gag is, is it ketchup or is it Rihanna's lip gloss? So you open the packet and like they would have some of them that had her lip gloss in it.

Michael:  Is a lip gloss that you then put on yourself?

Andrea: Yeah. Like it's like a ketchup packet with lip gloss. But like some of them would genuinely have ketchup. 

Michael: The ketchup
packet just be ketchup gloss.

Andrea: Yeah. So it's like, maybe that's Mayo's next move.

Michael: <laugh>. And then it's like once you open it, you can't really, I guess go back in. You can't close it in. So it's like a collector's item in that sense. Did people buy it and then collect it? Or did people buy it and then open it and experience it and become that? 

Andrea: I'm sure people collected it, but most people like opened it on camera. That's how they go viral. 

Michael: Because I'm curious how many people have the MSCHF shoe and then are just gonna wait five years and be like, "I opened a shoe from Jimmy Fallon five years ago. "

Andrea: But I feel like that goes to show the product doesn't always have to make the most sense, but if your marketing is really good, then you can basically sell anything. 

Michael: I totally agree. I think it's like the uniqueness, like that's how you cut through the veil of all these hundreds of companies pushing ads at you. Like how many ads do you think you see in a day? And then it's like this kind of thing comes out and you stop and you think. I guess my question about it is, did Gobstopper pay for it? 'Cause that's great marketing for Gobstopper. Imagine being them like you're the candy company and you're like, how do you get people to think about what you are and who you are? And it's like, that's such a great way with a shoe. So they must have paid for it or somebody had to it.

Andrea:  I think Gobstopper is a, like Willy Wonka candy, right? It's like a name of a candy versus it being  I guess Jawbreaker.

Michael: Yeah. It's owned by a big brand. I believe it

Andrea: But technically it would be like a jawbreaker I think is the word for it. I think they always come out with really cool campaigns.

Michael: What if we find out that it's owned by like Unilever and that we're just like sponsored by Kraft. This whole ad, this whole show.

Andrea: It's owned by Pete Davidson.

Michael: <laugh> Pete Davidson does pay us for the show. So it's actually, I think Gobstopper is- you're right. It's like the Willy Wonka. It's a brand. Like there's, there's a lot of different companies.

Andrea: Like it's the Jawbreaker that's the actual candy. But you can't call a shoe that.

Michael: I think it was started by Nestle. I think we're just supporting like three of the biggest companies. I don't know who it is. We have to do more research about actually who owns Gobstopper because it's saying that it's like Gobstoppers is a generic term. But then there's certain kinds. It also just means a gob in the UK <laugh>.

Andrea: Okay,  great.

Michael: It just means mouth. So anyways, we'll find out later. But I think it's just crazy that, uh, Gobstopper is able to do like a unique way. Like people were thinking about Gobstoppers just purely because of the shoe. 

Andrea: They did it. 

Michael: Yeah, so that was three. Okay. We have three unique marketing ones and we're gonna throw a wild card in there. I think the one that I brought up is, I just think it's interesting that it's happening in our modern time. So this is a movement called Just Stop Oil. I believe it started in the UK. And basically to protest, like they have a bunch of demands about the reduction of oil and really just helping people be more eco-friendly, like good values and good mission kind of thing. But how they're doing it is in such a funny way. Like they're throwing oil on a bunch of paintings. So like there was Van Gogh paintings that they threw it on and they're spraying oil on Ferrari dealerships. But they're, they're damaging a lot of pieces of art.

Andrea: Right 

I don't think they're permanently damaging it 'cause it's a lot of times it has glass on it, but they're like gluing their hands to famous works of art. And there was a couple cases where the owners of the art gallery like just shut off all the lights and we're like, "Oh, we'll see you in two days." And they were complaining about that. But it's like you glued your own hands to this art. Like we're not forcing you to do it. It's just interesting 'cause I think it begs the question of is this effective for the Just Stop Oil movement or it seems like it's turning people against them. A lot of people are kind of upset about that whole situation and saying like, "You shouldn't damage these," A lot of these are priceless works of art. The people are dead who painted them. You can't just be like, "Yo, I'll make another Van Gogh painting," kind of thing. So I think that's another thing people are upset about. I don't know if the paintings did anything to these people. So it's not like those are the people who they're mad at, they should be mad at their government. They should be mad at like the policies in place.

Andrea: I think a big part of it, and that kind of is a good point, is like a good marketing campaign is you are directing it to a specific audience for a specific reason. If you're pitching the wrong thing to the wrong people, then it's like you're not getting anywhere. So to me, I don't know if I'm being presumptuous by saying this, but it's like I don't consider people who wanna appreciate fine art to be wasteful or to be damaging to the environment any more than somebody who doesn't. So it's like you're kind of preaching to the wrong choir at this point. I think I understand why they're doing it and it's like performative activism, right? Like I'm trying to make a point and get on on the media and stuff like that. But I don't necessarily know that it's effective because like, what's the fact that nobody even knows what the end goal is, right? Like, Just Stop Oil. Okay great. How am I supposed to do that? You know, just like the everyday person, it doesn't really make sense that much. 

Michael: The everyday person doesn't know their mission.

Andrea: Yeah, what am I supposed to do?

Michael: I had to look it up to actually see what does, what do they want specifically? Because it's not realistic to say we must completely stop oil, we use it in a lot of manufacturing of just products in our day-to-day lives with gas, it's like we're not gonna be fully electric. And I might be wrong, but when you make an electric car, it must have oil to create that car. You can't just like go to zero oil right away. I mean there's still, it's like making better, choices. There's still oil and like the plastics and stuff like in the tires.

Andrea: It's a weird campaign 'cause it's like you're pointing out a problem but you're not giving us a solution. With mayonnaise it's like the problem is food waste, but the solution is you can repurpose it with mayonnaise and it tastes better and you want to eat it and stuff. It's confusing for like any person just witnessing it. 

Michael: Is there such thing as bad publicity? You know, that was the first question of this is like, I've always heard that term like there's no such thing as bad publicity. But we see it sometimes if a company gets bad publicity all their social media channels get bad comments on it, all their reviews get taken and they get bad reviews. All their products get attacked. 

I think part of it is because we're so integrated through the internet now and like we have the platforms to share our opinions very freely whereas it used to be word of mouth, you know, like in the eighties when you were doing marketing and stuff, it's like, "Well I heard about this great product," but now there's reviews online, there's people posting videos of them trying the products or, you know, commenting and talking to each other and there's discussions. So I feel like there can be a thing as bad publicity because I don't think that all publicity is conducive to business. If that makes sense. I don't know that somebody who's Just Stop Oil, like are they making money off of this or getting donations?

Michael: Even is it conducive to their goals kind of thing? Depends what the goals is. The goals to be. It could be for better in the environment, but if you're not actually helping and you're just hurting people. 

Andrea If you're just looking for more interactions online, then sure. But do you want people to click the link and like look at the resources you posted? Do you want them to like sign up for your emailing list? Do you want them to buy your product? Like you have to give them that, but it's like they're not, so people don't really know what to do with it. So I would argue, yeah, I think there is such thing as bad publicity. I think now, especially

Michael: I think one of the most interesting things about the story is, so the Just Stop Oil started in the UK but it's kind of like, just like a group of a bunch of people who are kind of self volunteering. "I'm part of the group. I'm gonna do one of these projects for them. " But the Canadian version, they threw maple syrup at a painting.

Andrea: Oh no. 

Michael: <laugh>. And they like glued their hands with maple syrup I think to an Emily Carr painting. 

Andrea: Group of Seven.

Michael: I don't know if she's dead or not. I believe he's passed away so she, it's not like you can get her to do it again. So these are like priceless paintings. Like juvenile people are are gluing their hand maple syrup I think is the most Canadian version. You might as well be throwing poutines at it or something.

Andrea: Put a moose in front of it. <laugh>.

Michael: It's just so funny to think that they thought that out.

Andrea: They're trying to make it geographically specific.

Michael: <laugh>, how can we get Canadians to care? Like let's get the hockey stick and smash it against the painting. And it's just funnym, I mean what was their thought process instead of like glue or whatever oil it would be that they sprayed in the UK.

Andrea: Now they're really thinking about their target audience. <laugh>.

Michael: Like in the UK it would be if they put like marmalade or whatever. 

Andrea: Like beans on toast, <laugh> throw the beans

Michael: I think they did, I swear one of them did in the UK someone threw beans on it. There is one of them and they said that they're from the UK. 

Andrea: Baked beans,

Michael: <laugh>. Um, I don't know why they end up doing it that way, but you're right, it's very centralized. 

Andrea: <laugh>. That's so funny.

Michael: They start throwing paella, <laugh> in Spain and stuff like, it's just like very regionally specific. And Italy, they're throwing pizzas at things. I don't know if that's how it is, but um, now we're giving them ideas on that. So,  if the Italians start throwing pizzas on paintings, it's not our fault. That's our disclaimer.

Andrea: We don't subscribe to this.

Michael: We take zero responsibility for any of these suggestions. But it's just a unique wildcard marketing thing 'cause as much as we love it or hate it, it is a marketing campaign. 

Andrea: It gets people talking.

Michael: People are definitely talking about it this year. So I think that's interesting and definitely rounds out those three other very good ones as well. I did love hearing about those stories. So thank you for sharing all of them.

Andrea: We learned a lot today.

Michael: I think, not to brag, but if everybody wants to keep in touch with Eco Four Twenty, you know we are coming out with good marketing projects, so always stay in touch with us. We do have a new email newsletter. We're growing. We're starting to do more of these podcast episodes, but please stay in touch with us 'cause we have always fun and exciting marketing projects coming along. Thank you marketing expert, Andrea.

Andrea: That's me. If you guys wanna follow us on social media, we're @EcoFourTwenty on Twitter, Instagram, TikTok. You can shoot us an email But yeah, other than that, thank you for listening. I hope you learned something fun about marketing today. I think I did. I don't know about you, but-

Michael: I definitely did. Yeah, an informative podcast. 

Andrea: And stay tuned for the next one.

Michael: I'm gonna buy a goat <laugh>, for my tree. I'm gonna buy a goat for the tree.

Andrea: Uh oh.

Michael: I need a pet goat, maybe.

Andrea: And you gotta get Pete Davidson on the campaign.

Michael: <laugh> I'm either gonna get Pete Davidson or a goat on one of those first interviews.

Andrea: One or the other. Yeah, so thank you guys for listening. e appreciate you guys tuning in and thank you for helping us make the world the greener place. One podcast episode at a time.

Leave a comment