Soilmates - Embracing True Beauty Inside and Out | Clapboard Ad Archive

It's the inside that counts.

Soilmates' integrated campaign "It's the inside that counts," launched in The Netherlands in October 2023 and created by Happiness Amsterdam, redefines beauty through a powerful marketing and communication approach centered on authenticity, purpose, and social impact. Anchored by the brand’s commitment to fighting food waste by upcycling visually imperfect avocados into premium avocado oil, the campaign challenges superficial beauty standards by showcasing what truly matters beneath the surface. Collaborating with Jono Lancaster, a motivational speaker living with Treacher Collins Syndrome, Soilmates delivers a deeply empathetic and inclusive message that beauty is defined not by outward appearances but by inner strength and character. Jono’s lived experience as someone who does not conform to conventional aesthetics makes him an authentic ambassador and narrative co-creator, lending the campaign undeniable emotional weight and relevance. The communication strategy thoughtfully balances sensitivity and empowerment, with the brand and agency engaging closely with Jono throughout the concept development to ensure respectfulness and resonance. Soilmates goes beyond messaging by committing €10,000 in donations to the Love Me Love My Face Foundation, supporting individuals and families affected by facial differences, thereby reinforcing brand values through tangible social responsibility. The campaign also leverages the broader conversation on sustainability and environmental impact by highlighting Soilmates’ local sourcing of ‘ugly’ avocados from Rotterdam’s port, aligning product quality with ecological consciousness. With a single, impactful media asset that humanizes the narrative and invites audiences to reconsider their perceptions of beauty and value, the campaign effectively intertwines purpose-driven storytelling with product advocacy. This approach strengthens Soilmates’ brand identity as a conscious innovator in the food industry, fostering consumer trust and emotional connection while promoting acceptance, inclusivity, and environmental stewardship.

Credits

Client

Soilmates, Dave Le Roux, Sander Breedveld, @sanderbreed

Agency

Happiness Amsterdam, Geoffrey Hantson: CCO, Nik Sluijs: Creative Partner, Joey Boeters: Creative Partner, Daan de Raaf: Strategy Partner, Iris Minnema: Business Partner, Wesley Roeland: Connectivity & Content Director

Spokesperson

Jono Lancaster

Production House

Bliss Content

Cinematographer

Simon Schuurman

Crew

Thomas Ost: Assistant Director : Grip, Paula Loos: Production Designer

Producer

Bart Vande Maele, Arthur De Wachter

Art Director

Jelier & Schaaf: Art Department

Music

Jaan Hantson: Music Composer

Pr

EVDM Agency, Eva van der Mei: Owner

Digital Agency

SIDEBAR DESIGN

Digital Director

Carli Schoeman

Soilmates’ campaign “It’s the inside that counts.” centers on redefining conventional beauty standards by emphasizing inner value and authenticity, both in people and products. The brand proposition underscores that true beauty goes beyond surface appearances, highlighting Soilmates’ commitment to transforming discarded "ugly" avocados into high-quality avocado oil. This approach conveys a dual message: promoting sustainable consumption by reducing food waste and challenging superficial judgments about beauty, aligning product quality with deeper purpose. Strategically, the campaign leverages the compelling narrative of Jono Lancaster, a motivational speaker born with Treacher Collins syndrome, who embodies resilience and self-acceptance despite society’s typical standards of appearance. His involvement provides an authentic and human face to the campaign’s message, creating emotional resonance and credibility. By aligning Soilmates’ sustainable food values with Jono’s advocacy for embracing physical differences, the campaign targets socially conscious consumers who value ethical brands and meaningful storytelling. The creative angle fuses Soilmates’ functional sustainability benefits with broader cultural commentary on beauty norms, appealing to an audience increasingly critical of superficial marketing. Incorporating a real-life ambassador with a distinct personal story allows the campaign to transcend traditional food branding and enter discussions on inclusivity and diversity. Additionally, committing financial support to the Love Me Love My Face Foundation reinforces the brand’s integrity and long-term dedication to these social values. Overall, Soilmates positions itself not just as a sustainable food brand but as a catalyst for societal change, connecting with consumers through a narrative that intertwines environmental responsibility with an inclusive definition of beauty. This integrated approach optimizes relevance within the contemporary market where authenticity and ethical consumption are key drivers of brand preference.

FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact. This campaign centers around the symbolic analogy between Soilmates' use of “ugly” avocados—which are rejected for their looks but are valuable inside—and societal concepts of beauty. The creative device leverages Jono Lancaster, who embodies the inner strength and beauty beneath the surface, as a spokesperson, symbolizing the campaign’s deeper message. The benefits of upcycled avocados are never simply listed or demonstrated; rather, their core value is communicated through the powerful metaphor of “true beauty within,” connecting product benefit and social impact in a universally resonant way. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats