From Tree to Fridge - Massion | Clapboard Ad Archive

Q: What is From Tree to Fridge about? A: From Tree to Fridge is a film campaign created for the Iraqi food brand Massion and launched in July 2019. Directed by Abbas Fadhil with creative direction and visual effects by Abbas Albadri, the campaign narratively follows the journey of Massion’s food products from their natural origin to the consumer’s refrigerator. It aims to communicate freshness, traceability, and authenticity in food production, emphasizing transparency and quality assurance. The campaign features art direction by Ahmed Bassim, filming by Amjad H. Jassim, and editing by Ali Ussama, with models Azher Tariq, Ameer Ali, Mohamed Saad, and Atheer adding a relatable human element. Q: What creative device does From Tree to Fridge use? A: From Tree to Fridge employs the Demonstration format as classified by Clapboard’s 12-format taxonomy. This approach directly shows how the product works and highlights its benefits through a step-by-step visual journey. The campaign visually presents the transformation of raw ingredients into a finished food product, emphasizing provenance, freshness, and manufacturing transparency. Rather than relying on symbolic elements or testimonials, it uses a process-led narrative to showcase quality and care at every stage, aligning with the Demonstration format’s focus on clarity and product understanding. Q: What is the campaign proposition for From Tree to Fridge? A: The campaign proposition for From Tree to Fridge centers on Massion’s commitment to traceability, freshness, and authenticity in food production. It targets Iraqi consumers who are increasingly concerned about food safety and provenance, especially in markets where supply chain transparency is limited. By narratively following the product’s journey from natural origin to the consumer’s fridge, the campaign emphasizes transparency and quality assurance, positioning Massion as a trustworthy brand that values the integrity of its food supply chain and offers fresh, carefully sourced products handled with care. Q: How does From Tree to Fridge rank in Clapboard's archive? A: From Tree to Fridge holds a Clapboard Campaign Score of 58/100 in Clapboard’s archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the Iraqi food and drink market. The rating is issued by Clapboard’s global ad archive as an objective measure of the campaign’s overall creative impact and production values. Q: Who are the competitors in Massion's category? A: Massion competes in the Iraqi food and drink market alongside several key brands. Al-Waha Company positions itself as a trusted local producer offering fresh, quality products rooted in traditional recipes for families seeking authentic Iraqi flavors. Almarai is a regional giant known for reliability, innovation, and premium quality through advanced technology and extensive distribution. Noor Dairy focuses on affordable, nutritious dairy products aimed at mass-market consumers, promoting health and accessibility. Al Janoob caters to consumers valuing natural ingredients and sustainability, positioning itself as a premium, health-centric alternative. Basra Foods emphasizes local roots and consistent quality, balancing affordability and tradition for middle-income households.