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Food You Can't Wait For

Brief
Create content to make foodies’ mouths water and fire their imaginations, letting them know that treats and essentials from incredible local, specialist merchants are only a tap away with AmazonFresh.

Outcome
The main appeal of AmazonFresh is its combination of convenience and quality - it is redefining ‘fresh’ by adding speed to the process. I focussed on the empty plate as a sign of good, quality food and the rush to eat it. My campaign gets people craving irresistible food, simply by showing its absence.
My photographs depict food that is too delicious to capture. The flavours of dishes are hinted at by what is left behind and use of colour, inviting the viewer to imagine what might have been there. Compositions were inspired by delicate garnishes to keep the photos enticing while deliciously messy.
The design of the billboards speaks directly to the tired and hungry commuter, giving them a way to access what they’re craving at the touch of a button. The barcode allows the user to easily order the ingredients that would otherwise be inconvenient to purchase.
Promotional postcards show the fleeting nature of AmazonFresh by playing on the recipient’s expectations. The user is invited to get hold of an enticing dish, by scanning the barcode and having the ingredients automatically added to their first AmazonFresh order.
Existing customers can join a mailing list to receive monthly recipe books, tapping into the market for food-based literature. This allows the customer to browse new recipes created using AmazonFresh products and add them straight to their basket with the barcode scanner on the Amazon app.

Project Tags

  • Amazon
  • AmazonFresh
  • Food
  • Advertising
  • Art direction
  • Photography
  • Content identity
  • D&AD New Blood
  • D&AD pencil
  • food styling

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