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Living Foods captures its kombucha’s beneficial properties with urban botanical bloom

By John Glenday | Reporter

June 24, 2022 | 3 min read

An urban street blossoming into a garden of Eden is the visual motif employed by GT’s Living Foods to illustrate the transformative power of drinking kombucha in its latest ad campaign.

The health benefits of supping the sweet tea are demonstrated in the Giant Spoon creative, which conveys the beneficial properties of the probiotic brand to virgin drinkers.

Extensive computer graphics are employed to show floral plants enveloping buildings, roads and parks in a blanket of organic matter with each sip.


GT’s Living Foods botanical bloom demonstrates the properties of its kombucha

Marc Simons, co-founder, Giant Spoon, said: “This brand is the category leader and has been for years and has never done any advertising, and the category is getting competitive, but this is the OG, authentic product. We needed to tell that authentic story in a way that was true to the product and the brand.”

Kombucha is positioned as a healthy alternative to carbonated beverages with purported physical and mental wellbeing benefits, as conveyed earlier this month in a colorful campaign by indie ad agency Zambezi and Emmy Award-winning illustrator and animator Mike Perry for rival brand Health-Ade.

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