Today, consumers are more aware of the quality and health aspects of the food they’re eating. Greenfield Natural Meat Company is a brand that makes sustainable natural meat. To demonstrate this, the brand and Havas convinced a Manitoba farmer to let it carve a headline into his 70-acre alfalfa field. The idea was to create the world’s largest all-natural billboard, with the headline “Made better by nature, not antibiotics.” The execution was filmed and released online. As a direct result of the campaign, FreshCo., Food Basics, Longos and Costco agreed to carry its products. The brand also tracked 2.5 million video views, 10 million media impressions and doubled its sales.