Integrated Campaign: Fruit & Veg Retail

The initial brief for this was to develop a two week campaign to promote a supermarket’s offering of fresh fruits and vegetables during the summer season. After conducting research into consumer trends, two main insights emerged: customers were becoming more discerning about the origins of their produce (sustainability), people were more conscious of the types of foods they were eating (wellness). Guided by these insights, the fresh produce offering was framed around the pillars of nutrition, sustainability, seasonality and freshness. The campaign was supported by press inserts, social media, digital ads and in-store displays. An in-store activation was also proposed where customers could have a juice or smoothie made from any fruits and vegetables that they purchased and share their creations on social media in order to drive awareness and engagement. This showcases the press insert which served as the basis for the look & feel of the campaign.