The Soil Association is a charity campaigning for planet-friendly food and farming. It pioneered the first organic standards in 1967 and they remain among the highest in the world. The Soil Association relies heavily on the support of its members, donors and the public, and recruitment in the recession is difficult. Lionhouse was challenged to work with organic retailers to encourage like-minded consumers to join the association. Illustrator Joanne Glover combined the iconic Lord Kitchener poster with Guiseppe Arcimboldo's eccentric fruit and vegetable portraiture to create attentiongrabbing materials to be used in-store and on-screen.