Greenfield is touting its “healthiest sandwich in the world” in its latest campaign for Earth Day.

The sandwich is a 100% carbon-neutral BLT that’s also 99% bacon. The CPG is encouraging people to stack their bacon high in celebration of making food choices that help keep Mother Earth in tip-top shape.

We’re always looking for new ways to remind people of the importance of choosing meat products that are made with our planet in mind,” says D’Arcy Finley, vice president of brands at Maple Leaf Foods & Greenfield Natural Meat Co. “Because making meat right is our north star, Earth Day is just another moment to remind people that their food choices affect more than just themselves, they affect our planet too.”

As an extension to Greenfield’s Low Carb(on) Diet platform that launched last summer with creative agency No Fixed Address, “The Healthiest Sandwich for the World” is a reminder that when it comes to protecting the environment, meat lovers do not have to make sacrifices.

“We love the notion that what is good for the planet may look different than what people think,” says Rena Menkes Hula, VP and group creative director at No Fixed Address. “Playfully stacking up our bacon to overshadow the expected ‘good for mother nature’ ingredients is a quick visual reminder this Earth Day that meat – particularly Greenfield Natural Meat Co. bacon – can be part of the solution.”

“In 2024, we’re all about staying connected with our audience and building brand love on both sides of the border,” says Alexis Bronstorph, CCO at NFA. “Greenfield Natural Meat Co. will continue to put out higher-level brand work like the ‘Low Carb(on) Diet,’ but this year we’re also turning our attention to playing an everyday role in our audience’s lives.”

The campaign is coming to life via Instagram, with a mix of organic and paid media. The brand will also share a recipe on social media that encourages people to grow their own tomatoes and lettuce, and bake their own bread. The recipe will be accompanied by a call for others to share how they make a sandwich that’s healthy for the world.

“Our key target audience is millennial women with an interest in sustainability and healthy eating,” Bronstorph says. “They’re also usually the key decision makers in their households with a particular interest in shopping ethically.”

Earlier this year, Greenfield jumped on the TikTok trend of gift-basket creation for loved ones by offering bacon instead of the usual chocolate, tea and bath accessories.