Eat natural
Campaign Design + Art Direction
ABOUT THE PROJECT
Eat Natural has been making bars with simple, honest ingredients since 1997 — growing from a small operation in Essex to nearly 100 million bars a year, exported to 37 countries. By 2022, the brand had built genuine equity in taste and quality. Consumers already believed in the ingredients. The challenge was making them feel it.
Our team at Addurance pitched for the new brand and media campaign — and won. The strategy was built around a simple truth: great ingredients lead to great taste. Not as a rational claim, but as something you could almost experience. The creative director distilled that into the campaign line: We create tasty encounters.
My role was to take that line and make it real. As Art Director and Campaign Designer, I translated the concept into a full campaign system — static and motion — across every touchpoint. I directed the 3D studio responsible for the ingredient visuals, developed the design language for social and display, and created print work for in-store activations, including a co-branded Jumbo promotion with Isey Skyr. The campaign also ran as cover visuals for Jumbo Magazine and the Allerhande — reaching millions of readers. Hero videos were produced in both Dutch and English for international use.
Client
Eat Natural
Services
Campaign Design + Art Direction
Year
2022
TASTEFULLY PLAYFUL
With the strategy set, the visual challenge was clear: how do you make ingredients feel irresistible without being heavy-handed about it?
The answer was lightness. Against a backdrop of paper textures and warm, natural light, ingredients move like they're enjoying themselves — yoghurt swirls, caramel pulls, nuts and fruit caught mid-air. Not a product shot. A mood. The world of Eat Natural is a genuinely happy place, and every visual had to earn that feeling rather than just claim it.
The 3D elements — developed in close collaboration with Whoohoo — were the engine of the campaign. My direction focused on making them feel tactile and appetising rather than clinical or over-rendered. Once in hand, I integrated them across the full campaign: social visuals, display banners, magazine covers, and in-store activations. Each format asked something slightly different, but the visual logic stayed consistent throughout.
The result is a campaign that doesn't try too hard. It trusts the ingredients to do the talking — which, when your ingredients are actually great, turns out to be more than enough.
