Hubi Organics

01. The Challenge

Organic and natural products operate in a category where every competitor makes similar claims, so the words themselves have stopped carrying weight. Advertising that leads on the claim sounds like everything else on the shelf.

02. Our Involvement

Start & Scale produced UGC-format content built around use and reaction rather than claims, the register that still reads as credible when the category's vocabulary has been exhausted.

03. The Result

Hubi Organics came away with ecommerce content built for paid social performance rather than brand presentation.

Common questions

How do organic brands advertise when every competitor makes the same claims?

By showing use rather than repeating claims. Start & Scale produces reaction-led UGC for organic brands because the category's language has been so widely used that it no longer differentiates.