Monday, January 3, 2011
New Year, New Work
This campaign for Amy's Kitchen comes from aspiring copywriter Gillian Kline. Amy's provides frozen meals for vegetarians that are actually pretty healthy. But the biggest idea that Gillian found was that Amy's creates these meals with the freshest ingredients available and locks this freshness in when freezing the meals.
The result — fresh food whenever you want it. And a great integrated campaign. It all starts with the quick tagline "Refreshingly FRESH frozen food". The headlines to the print ads are intelligent and the art direction helps support the idea of "freshness in the box". And what better way to show freshness in a frozen meal by placing it in the produce section of grocery stores? Brilliant.