fresh direct: creative concepting

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We were tasked with creating a campaign for the well-known grocer FreshDirect. The key insight was clear: only FreshDirect offers the highest quality and widest variety of locally sourced, carefully vetted, and expertly curated products to nurture and nourish you and your loved ones. Our concept, With Love, brought this truth to life.

This concept focuses on the very real emotional connection people have with food. 
For our audience, food is love. And that goes beyond just a basic love of food. It also means the love you bring to others by cooking, serving, and sharing food. Offering nourishment is a way to express love for your family and friends. Which is why our customers turn to FreshDirect, because they want the best. We will portray that in all our messaging. In addition, our audience knows FreshDirect puts as much love into our food as they do. That’s been proven by FreshDirect’s history of working with expert chefs, farmers, artisanal purveyors and even local fishermen who select the finest, highest quality products. We will communicate this shared passion that FreshDirect 
has with their customers. And we will do this by owning the word “love.” 

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ART DIRECTION  |  DESIGN   |  CONCEPTING

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Agency: Fuseideas

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ECD: Justin Cyganiewicz

Art Director: Lindsay Zygadlo​

Copywriter: Vanessa Levin