The Foundry has created a quirky print campaign for client Scalzo Foods to promote the launch of a new range of frozen herbs in Australia.
To illustrate the freshness of the product, Freshlife Frozen Herbs, the ads show the four varieties of herbs growing from the ice in retro-style freezer.
The client required the ads to demonstrate that the herbs are snap frozen without added preservatives.
Janine Mackey, Scalzo Foods’ senior brand manager for FreshLife said: “The Foundry campaign demonstrates this in a very clear, simply way”.
Annie Price, creative director at The Foundry added: “As this is a whole new category, we needed to keep the message really simple. Real herbs are now in the freezer. So that’s quite literally what we’ve shown. You can’t beat an impactful visual”.
The national campaign launches on Sunday and will target female grocery buyers aged 35 years and older. It will be supported by point of sale ‘shopperscapes’ outside selected Coles supermarkets.
Credits: client Scalzo Foods, strategy/creative The Foundry, media agency Starcom, production The Foundry, photography Stuart Crossett.
