Earth's Own debuts campaign 'Good Enough Isn't Enough'

Earth’s Own has launched a new campaign that centres its quest for “plant-based excellence.”

“Good Enough Isn’t Enough,” created in partnership with agency Public Inc., introduces Canadians to two fictional testing divisions: Froth Diligence and Flavour Retention.

The exaggerated rituals inside these departments reflect Earth’s Own commitment to continually refining its products, the company said.

"Beyond the science-based analysis we do in the lab, true quality means ensuring our products perform flawlessly in real-life Canadian kitchens," said Iris Kuang, innovation and development specialist at Earth's Own, in a press release. "Whether it's steaming perfectly on a barista machine or holding up in a morning coffee, we're constantly testing and reformulating - even our best-selling products. The testing departments in this campaign may be fictional, but the drive to keep evolving and improving our products is very real."

“Good Enough Isn’t Enough” launches nationally this month across connected TV, online video, social media and out-of-home placements.

The company’s portfolio includes Earth's Own Barista, Coffee Creamers and Oat Original.