Independent commerce agency Multiplied has helped FreshChoice supermarkets launch its first ever brand campaign, which aims to communicate the brands unique offerings to audiences in New Zealand.
‘That’s Shopping Different’ is the first brand campaign in FreshChoice’s almost-30 year history, and revolves around the characterisation of store owner ‘Gav’, whose morning walk to work showcases the many ways the brand stands out from the competition. As we follow his journey, Gav encounters the people of his neighbourhood and reminds us that being local, involved in community and supporting local producers, offers Kiwis a refreshing alternative for their weekly shop.
Travis Tompsett, Head of Marketing at FreshChoice says they are “thrilled” to partner with Multiplied for their first piece of brand work.
“‘That’s Shopping Different’ perfectly encapsulates our unique positioning in the market as a network of locally owned and operated stores that go above and beyond for customers and the community. We hope that this campaign will inspire customers to think differently about their grocery shopping experience and give FreshChoice a go. We know they’ll love the local experience.”
The campaign was created by Multiplied and led by creative partner Aaron Taylor.
“It has been a pleasure working with Travis and the FreshChoice team on this campaign,” says Taylor. “Our team loved bringing Gav to life and showcasing the great story that sets FreshChoice apart. Through this campaign we want to create a step-change for the brand and show that there’s a real alternative out there for shoppers – in a distinctive but relatable way.”
The campaign will be the first expression of a new direction and creative platform for the FreshChoice brand and will be rolled out across various media channels, including television, digital, social media, and in-store, starting from May 2023. With its fresh and humorous approach, the campaign is expected to create a strong impact and resonate with supermarket customers across Aotearoa.
Credits
Client: FreshChoice
Head of Marketing: Travis Tompsett
Brand Specialist: Glenna Hood
Senior e-Comm and Digital Specialist: Jarryd Adams
Creative Agency: Multiplied
Creative Partner: Aaron Taylor
Creative Director: Smeta Chhotu-Patel
Design Director: Reuben Hannaford
Strategic Partner: Troy Fuller
Client Services Partner: Tom Roydhouse
Senior Account Manager: Liam McStay
Production Company: Flying Fish
Executive Producer: James Moore
Executive Producer & Producer: Sam Attenborough
Director: Gary John
DOP: Crighton Bone
1st AD: Katie Hutchinson
Production Designer: Rosie Guthrie
Costume Design: Olivia Dobson
Hair & Makeup: Natalie Perks
Production Manager: Lisa Kissin
Casting: Kate McGill
Post Production: MANDY VFX
Editor: Tim Mauger
Online: Leon Woods + Anita Ward
Audio House: Liquid Studios
Media Agency: Dentsu
GM of Media: Courtney Wide
Group Business Director: Sarah Wilson
Media Strategy Director: Sam Chen
Chief Strategy Officer: Stevie Weber
Associate Business Director: Lucciane Surtees
Digital Manager: Billy Vye
Business Coordinator: Lessei Perelini
