We decided not to make it about the brand.
Instead we made it about the FreshMenu fans. You are what you eat, after all. In a world of brands trying to get people’s attention, here was FreshMenu talking about the one thing that’s more important than food – the foodies!
The campaign was a deliberate mix of people and food shots.
A specially handwritten font made the voice personal.
A bright, young palette in colour blocks conveyed a personality as young and fresh as the foodies themselves.
Instagram is the social medium for foodies. It’s a fickle and competitive proving ground for food brands. As the campaign went live, we held our collective breaths.
But not for very long.