SumoSalad goes flexitarian in newly launched ‘This Is How I Flex’ campaign via Futurekind

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Screen Shot 2017-09-15 at 12.17.55 pm.jpgSumoSalad is on a mission to help create a happier, healthier Australia with its new spring campaign, This Is How I Flex created by Sydney-based agency Futurekind.

SumoSalad is calling for Australians to stand proud of their health and how they take care of themselves in their new campaign for Spring, bringing the ‘Flextiarian’ trend to life in a celebration of our individual choices for wellbeing.

Futurekind developed the campaign for Sumo from concept creation to strategy, production and media execution. With a short turnaround times and a lean approach required, Futurekind produced and directed a 1-day campaign shoot – racing through an ambitious 16 scenes in 12 locations for all 3 Influencers and 4 Star Sumo Members to capture both the campaign video and stills.

The Spring campaign celebrates individuality in our lifestyles and being proud of personal choices. With popular figures Commando Steve of Biggest Loser, Erin Holland our former Miss World Australia and Dr Zac Turner from The Today Show – Sumo is bringing to life the fun, individual and unexpected ways we choose to ‘Flex’ in our lifestyle.

Being a Flextiarian is about not only taking care of ourselves and the planet, but enjoying a balanced and healthy lifestyle with variety and choice in the food that we eat.

Sometimes the word boring has been thrown around when it comes to salad, or even for eating healthy.

The campaign challenge was to get past outdated (and positively unhelpful) ideas that salad might be boring, or unsatisfying. Sumo wanted to get its customers to understand the concept of being healthy as something fun, fresh and inspiring that will satisfy on every level through a creative, authentic and personal experience.

The campaign inspires influencers and real-life SUMO customers to share their stories on social media with #thisishowiflex. Delivering a strong message, in spite of its tongue-in-cheek fun – its all about conveying that anyone can do it, and should be proud of how they flex. SUMO’s goal is not only to inspire customers to maintain a fun and flexible regime, but feel supported in recognising the variety of choice they have for healthy eating.