Supervalu wanted to share the message to their consumers that their food was “FRESH” and I was tasked to do it utilizing the “vegetable people” – do you remember them? It was from their singing produce campaign, those guys kind of freaked me out but it was the ask from the client so I developed a couple concepts utilizing those guys (primarily the broccoli girl) and some concepts without the them. This is the concept that was chosen:

This concept focused on fresh food demonstrated through the fresh visual of the salad. The word FRESH sort of  had a double entendre where we were referencing the fresh food for one and the girl listening to fresh music as the other – the supporting copy did a great job tying the 2 together in a discreet way. The following were the other iterations for this campaign that were presented but didn’t make it.