The Challenge
Discover Fresh was a social content campaign for Kroger, was posted after a series of Facebook Live segments went live! The goal here was to educate people about farm fresh foods from their areas, and how they are conveniently provided by their hometown Kroger stores such as Ralph's, Smiths, Kroger South etc. Kroger came to ISL to come up with an eye-catching campaign that would focus on fresh ingredients that would keep people engaged after the live event ended.

The Solution
A series of photos were created to highlight the food item that a buyer could buy farm fresh from the Kroger stores in their area across the United States. Each photo focuses on a specific food from its region and spells out a word we thought best described that food item.

The Execution
Each photo was styled, photographed and edited by me! The typography layouts were also each designed by me. I had lots of assistance from Christina Hyrkas, one of our very talented interns! I mocked up typography layouts in Illustrator, and had them made into stencils on a laser cutter so we could easily form each word out of the designated food. I wanted the overall feel of the photos to feel very organic and homey, so i chose surfaces you would commonly find in someone's kitchen home. The main food item for each shot needed to be the shining star, which was achieved by surrounding the food word by just that food or things that would compliment that food without overpowering it visually. 
Corn for QFC — Quality Food Centers
Hatch Chilis for Fry's
Honey for Kroger South
Progress gif of the honey shot! The stencil for this was cut out clear acrylic so the marble surface would show through, and then was comped out in photoshop. 
Watermelon for Kroger Texas
Avocados for Ralph's
Russet Potato for DBG — Dillons, Bakers, Gerbes
Heirloom Tomatoes for Kroger Central
Peaches for King Soopers & City Market
Red Cherries for Fred Meyer
Rainbow Chard for Smiths
Discover Fresh
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Discover Fresh

A social media campaign revolving around fresh and local ingredients for Kroger.
23
425
3
Published: