The Situation
With Fresh From Florida logo awareness at 85% (up from 53% at the start of our contract), consumers were familiar with the identifier that cued peak freshness and hyper-locality. But with people facing an ever-evolving grocery landscape and rising cost pressures, the goal now was to continue shoring up the Fresh From Florida brand while driving increased preference and purchase intent.
The Insight
With data showing farmers continuing to hold rare air in consumer minds for trust (83% of people ranked them number one among members of the supply chain, up +5% since December 2020), we looked to make that connection even more clear. So when people saw Fresh From Florida, they’d also think Fresh From Farmers.
The Solve
Delightfully deliberate and intentionally direct, we built the Fresh From ______ campaign to remove any barriers between the consumer and the state’s crops by showing the real folks behind their food. The natural and organic imagery showing farmers at their craft working with peak in-season produce was paired with an accompanying digital push that featured recipe-driven, shoppable assets. So when consumers saw strawberries that were Fresh From The Aston Family or celery that was Fresh From Ediberto, they had easy ways to put that discovery into action and answer the nagging household question of “What’s for breakfast/lunch/dinner?” It all resulted in a simple and effective ecosystem: trust then try.
