Lomi is a Canadian countertop food composter that turns scraps to dirt in 4 hours, backed by Pela and marketed as the DTC sustainable home essential since 2019.
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See all ads on AdLibrary →Lomi is a Vancouver-based sustainable kitchen tech company founded in 2019 by Matt Bertulli. The Lomi device is a countertop electric composter that reduces food waste to nutrient-rich dirt in four hours. Backed by Pela (the compostable phone case company), Lomi has scaled rapidly through DTC digital advertising and retail expansion.
Lomi's advertising converts on a combination of environmental guilt relief and practical problem-solving. The core creative hook — 'your food scraps become fertilizer in 4 hours, not 4 months' — is a concrete comparison that makes the value proposition immediately tangible. Their Facebook and Instagram ads use before/after transformation video (bin full of scraps → small cup of soil) that demonstrates the benefit visually without requiring the viewer to read a word.
On Meta, Lomi runs a high-volume DTC performance program with strong UGC and creator content integration. Kitchen-counter lifestyle placements — showing Lomi beside a coffee maker or toaster — normalise the device as a standard appliance rather than a specialist tool. TikTok has been a meaningful supplementary channel with organic composting content driving brand awareness.
Copy themes: reducing landfill guilt ('food waste is a climate problem you can solve from your kitchen'), convenience over traditional composting ('no turning, no smell, no bin'), before/after transformation, and gift positioning for eco-conscious buyers. Urgency is often created through limited-run pod flavor/scent accessories rather than price discounts.
Lomi demonstrates how to market a category that didn't exist for most buyers. The key: show the mechanism, not the philosophy. Instead of telling buyers about climate impact (abstract), show them a cup of dark soil next to the food scraps that made it (concrete). Behavioural sustainability marketing converts faster when the action and outcome are both visible in a 15-second clip.
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