Multi-channel advertising campaign
Fresh Fare Farms prides itself on using locally sourced items from farmers that use sustainable practices. To expand their customer base to a younger demographic, they wanted to launch a multi-channel advertising campaign during Hunger Action Month. For each customer that signed up during that month, they would make donations to local food banks in the customer’s area.
Target Audience:
The target audience for this campaign included college students and young professionals (older Gen Z and younger Millennials) who wanted to eat healthily, but did not have time to shop or follow complex recipes. For this campaign, I designed a magazine advertisement, a carousel ad for social media and an animated web banner. I was provided with brand guidelines including fonts, brand colors, shapes, icons and image usage guidelines. To be effective, these ads needed to appeal to the target audience by being simple, heavy on imagery and light on text, and with easily visible calls-to-action.
Magazine advertisement
To begin, I designed a magazine advertisement that is image-heavy and breaks the copy into short, easily readable sections, per the target audience preferences. The design communicates Fresh Fare Farms commitment to locally sourced foods from farmers who use sustainable practices. In addition, it communicates an easy way for people to help those in need.
social media carousel
Next, I worked on designing a seamless carousel advertisement. First, I wanted to show not only people from the target audience, but also the locally sourced and fresh food items from sustainable farmers to promote this aspect of the company’s mission. More importantly, I designed the carousel ad to be seamless by using some of the shapes from the brand guidelines.
web banner ad
Lastly, I designed a simple, yet whimsical web banner that uses the pit from the company’s avocado logo to draw attention to the offer. Most importantly, I kept each advertisement consistent through the use of color and shape. And, by keeping the advertisements simple and heavy on imagery, these designs should appeal to both Gen Z and Millennials.
Photo credits:
Lovely couple using digital tablet while cooking meal by Prostock Studio. Adobe Stock. Free to use with Adobe Standard License. https://stock.adobe.com/search/free?k=cooking&search_type=recentsearch&asset_id=292592821&content_id=292592821.
Healthy vegetables on old dark background by jcomp. Freepik.com. Free to use with standard license. https://www.freepik.com/free-photo/healthy-vegetables-old-dark-background_13013663.htm#fromView=search&page=1&position=16&uuid=706f9e5c-427b-4ad4-af1e-1b40c6edbb9a&query=box+of+vegetables.
A man with a harvest of vegetables in the garden. Selective focus, by yanadjan on Adobe Stock. Free to use with Adobe Standard License. https://stock.adobe.com/images/a-man-with-a-harvest-of-vegetables-in-the-garden-selective-focus/527403291?prev_url=detail
Asian little girl hold eggs in hand chicken a layer and house farm eggs. By freebird7977 on Adobe Stock. Free to use with Adobe Standard License. https://stock.adobe.com/images/asian-little-girl-hold-eggs-in-hand-chicken-a-layer-and-house-farm-eggs-people-kid-woking-outdoor-stay-home/358575627?prev_url=detail
Female-friends-kitchen-with-smartphone-vegetables, by Freepik on Freepik.com. Free to use with standard license. https://www.freepik.com/free-photo/female-friends-kitchen-with-smartphone-vegetables_10597026.htm#fromView=search&page=1&position=22&uuid=1704347c-b584-488b-94f1-12c1f13f0f1d&query=female-friends-kitchen-with-smartphone-vegetables_byFreepik.