INTRODUCTION
The goal of this project was to create a multi-channel advertising campaign for Fresh Fare Farms, a meal kit delivery service that prides itself on using locally sourced items from farmers that use sustainable practices. The campaign would be launched during Hunger Action Month, and for each customer that signs up during this month, Fresh Fare Farms pledged to make donations to local food banks in the customer's area. The purpose of the campaign would be to expand their advertising to include print advertising, digital ads, and social media advertising. Additional objectives included reaching a younger demographic (ages 21 - 35) as well as educating consumers on the benefits of locally sourced food and sustainable farming.
1. RESEARCH & IDEATION
The client provided the copy used in the advertisements. They also provided a brand style guide that I could use as a reference when creating the designs. This included a color palette, icons, their logo, and the campaign slogan - Local. Sustainable. FRESH.
Images were selected by me, with guidance from the target audience's preferences, as well as Fresh Fare Farms' section on imagery within their brand style guide, which I've included below:
"Photography should feel warm, friendly, optimistic, diverse, and authentic. Photos should showcase moments like how our food is grown or the experience of preparing or enjoying a meal. Naturally lit shots of real people that capture genuine expressions and authentic moments help relay the brand’s message of approachability."
2. MAGAZINE ADVERTISEMENT
I represented the brand in this ad by incorporating their color palette, including primary and secondary colors. I also used the recommendations in their brand style guide by using the top image of carrots that showcase freshly grown food, and the bottom image featuring the experience of prepping a meal. These photos are naturally lit and lend to the authentic messaging that the target audience prefers.
The fonts featured are Filmotype LaSalle for the tagline and Futura PT for the body copy, as is specified in the brand style guide. The Fresh Fare Farms logo is featured to help consumers become familiar with the brand. I also decided to include the three icons representing the brand’s methodology - grow, deliver, cook - throughout the designs to help tie them together. One challenge when designing this ad was ensuring that it would look proper when printed. I paid careful attention to the left and right margins so that text and imagery wouldn’t get lost in the spine of the magazine.
3. DIGITAL AD
Moving on to the animated digital ad, I used the target audience’s preferences as well as the brand style guide to inform my design decisions. This is the smallest ad in the campaign, and the limited space offered some challenges. One way I worked around the small size was to have the logo prominently featured at the top. I wanted consumers to be able to quickly identify with the brand.
To tie into the campaign, I used the same primary and secondary colors that were used in the magazine ad, as well as using Filmotype LaSalle for the tagline and Futura PT for the body copy. As previously stated, the three step methodology icons are featured for cohesiveness. I chose to use the color Lime on the call to action button since this creates high contrast with the Eggplant background and draws the viewer’s attention.
4. SEAMLESS SOCIAL MEDIA CAROUSEL AD
The final deliverable in the campaign is the seamless social media carousel ad. I created a three-panel ad that emphasizes the goal of helping to fight food insecurity in the user’s community. The image of a farmer handing a consumer a bowl of freshly picked tomatoes ties in the farm-to-table nature of the brand. The image on the right shows a prepared meal that features roasted tomatoes, which our user may imagine came from the farmer on the left.
Once again, to help the ads blend cohesively, I have used the same primary and secondary colors as before, as well as keeping the same typography and logo placement. Here, I was able to individually pair the three featured icons with the three words of the tagline, which created a nice summary of the brand’s messaging. In this ad, I also made use of the avocado pit illustrated image that was provided in the client’s files. The two panels on the left have a border created from the avocado pit that help center the viewer’s eyes on the image. The panel on the right features two avocado pits near the body copy to add a playful touch and further tie the panels together.