For me, a great creative strategy always begins with a mug of tea, a pencil and paper, and some noice-cancelling headphones. I began the process jotting down ideas that would resonate with consumers, reflect their brand brief, and focus on ingredients.

Internal rounds were all about how to marry the lifestyle they wanted with the focus on high-quality ingredients. 

I ended up with four options that were presented to the client and showed a range of creative direction and campaign strategies, while still reflecting their current visual style and maintaining the integrity of the brand standards we had created for them.

The client loved the directions and we tested which one spoke to the consumer best by running a short digital campaign and monitored them weekly to optimize which creative performed the best. The final verdict: "Fresh Off the Farm. Found in the Freezer."

Project done in collaboration with the Concentric team.