FreshChoice celebrates the local community in new campaign by Multiplied

FreshChoice’s latest campaign builds on its ongoing platform of Shopping Different to celebrate what lies at the heart of its stores – the local communities it serves.

FreshChoice stores are proudly locally owned-and-operated, with each one supporting their own local clubs and organisations. It all adds up to an incredibly eclectic mix, and this campaign shines a light on the breadth of these groups and how FreshChoice is ‘Supporting Different’.

The campaign is fronted by FreshChoice store owner, Baz, and opens on a charmingly chaotic team photo that just keeps growing. The colourful gathering is representative of the actual clubs, charities, trusts, schools, and even dog shows, that FreshChoice sponsors.

“Supporting local is a key pillar to the FreshChoice brand. When our stores support something, it’s not about what matters to them – it’s about what matters to their community. We wanted everyone to know how important ‘supporting local’ is to us and to our stores,” says Jarryd Adams, Brand Manager at FreshChoice.

The campaign was developed by independent creative agency, Multiplied, and led by Creative Partner, Aaron Taylor.

“We immediately saw the opportunity in the long list of teams, clubs and groups that FreshChoice stores support,” says Taylor.

“We realised that the more different they all are from one another, the more it shows just how truly different and local every FreshChoice store is. We needed to make sure that was captured, so a ‘team photo’ in a local community hall provided the perfect setting.”

The campaign carries from screen to shelf with broadcast TV, digital video, social media, billboards, digital screens, bus wraps, and in-store communications. The ‘Supporting Different’ idea will also be activated through the sponsorship of regional events, including the FreshChoice Kepler Challenge and the FreshChoice Lake Dunstan Marathon to demonstrate this support on the ground.

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