Splenda Stevia brings a revolutionary twist for the Freedom 250
Created for release around the Freedom 250 in Washington, D.C., the campaign from Bayonet Media uses humour to share a surprising piece of the brand’s story: Splenda is the only brand that grows its stevia on American soil.
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In celebration of America’s 250th anniversary, Bayonet Media partnered directly with Heartland Food Products Group to develop a new Splenda Stevia campaign featuring INDYCAR drivers Alexander Rossi and Christian Rasmussen.
Created for release around the Freedom 250 in Washington, D.C., the campaign uses humour to share a surprising piece of the brand’s story: Splenda is the only brand that grows its stevia on American soil.
The spot centres on the natural chemistry between ECR teammates Rossi and Rasmussen. Over a glass of sweet tea, Danish driver Rasmussen offers Rossi his confidently misunderstood account of American independence, one in which US-grown Splenda Stevia plays a pivotal role.
The story drops the drivers into Rasmussen’s version of 1776. Dressed as Patriots and crouched among stevia plants, they evade British Redcoats before the Revolution gives way to an unlikely tea party, blending the product story with a deliberately absurd version of American history.
Credits
View on-
- Production Company Bayonet
- Director Andrew P. Quinn
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Credits
View on- Production Company Bayonet
- Director Andrew P. Quinn
- Post Production Chop Shop Post
- Creative Director Matt Thompson
- Senior Producer Jake Foster
- Executive Producer Kevin Grazioli
- DP Joe Vella
- Editor/Head of Post Production Dustin Demoret
- Post Producer Hannah Lindgren
- Compositor Peter Timberlake
- Colorist Dan Edwards
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Credits
powered by- Production Company Bayonet
- Director Andrew P. Quinn
- Post Production Chop Shop Post
- Creative Director Matt Thompson
- Senior Producer Jake Foster
- Executive Producer Kevin Grazioli
- DP Joe Vella
- Editor/Head of Post Production Dustin Demoret
- Post Producer Hannah Lindgren
- Compositor Peter Timberlake
- Colorist Dan Edwards
“Bayonet has been an incredible partner over the years, helping us bring dozens of campaigns and video assets to life,” said Heartland Creative Director Matt Thompson. “From concept through final delivery, the teams at Bayonet and Chop Shop deliver on every front. They make the process easy, collaborative and, most importantly, enjoyable.”
Directed by Andrew P. Quinn with cinematography by Joe Vella, the production was led by Bayonet in close collaboration with Thompson and Heartland CEO Ted Gelov. Integrated post-production partner Chop Shop handled editorial, VFX and finishing, with Amelia Kramer editing and Hannah Lindgren producing post.
Together, the teams delivered a :90 hero spot, :60 and :30 cutdowns, behind-the-scenes footage, still photography and social content, all working toward what Thompson describes as the campaign’s ambitious goals: educating consumers that stevia comes from a plant, showing that Splenda grows it in the US, and bringing that story to life through Heartland’s race team, Florida farm and the historic backdrop of the Freedom 250.
