Applegate Farms How do you take a leading brand of organic meat, already well-known to the Whole Foods crowd, and make their message relevant and accessible to a broader audience interested in more affordable, all-natural meat? We wanted to raise consciousness without being preachy, be thought-provoking but likable—all while not taking ourselves too seriously. The secret? Haiku, of course. The 5-7-5 syllable structure lent itself beautifully to everything from print to digital banners to school cafeteria tray-liners. Fortunately, haiku is the perfect length for Twitter, so we wrote daily “Meat Tweets” for their founder/CEO. Creative partner: Beth Kosuk.