Perfection Fresh, Australian produce supplier, aims to shift consumer behaviour from ‘autopilot’ shopping to a conscious preference for the original Broccolini brand in its latest integrated campaign with Emotive.
“Our strategy remains focused on making buying fresh produce more conscious, and investing in the potential to drive meaning and preference pre-store, in order to influence default purchase in-store” said Sebastian Revell, executive strategy partner at Emotive.
This latest creative puts Broccolini centre stage, making it the star of the plate in elevating weeknight dinners. The campaign continues the evolving story of Thomas and Olivia, the couple first introduced in Perfection Fresh’s ‘Roll out the red label’ launch campaign last year, using food moments to show how premium produce can elevate everyday life.
This next chapter positions Broccolini as the quality choice in the category.
“Perfection Fresh introduced Broccolini to Australia and we want people to instinctively reach for ‘the red label’ in the fresh section as a guarantee of an elevated product and eating experience,” continued Revell.
“From first bite, to first dinner. There is something inherently romantic about cooking for someone you care about. By using Broccolini as the centrepiece of their dinner, we’re romancing the produce itself – and the way it can elevate a standard Monday night into something special,” commented Rupert Taylor, senior creative director, Emotive.
Perfection Fresh is doubling down on the idea that premium produce should be an accessible luxury.
“We are redefining the produce aisle by making buying fresh food a conscious, brand-led decision. By treating our proprietary varieties like the stars they are-rather than just commodities-we build a level of meaning and preference long before the consumer reaches the supermarket aisle,” added Luke Gibson, chief marketing and innovation officer, Perfection Fresh.
“We want the red label to be the first thing they look for, ensuring a premium eating experience is never left to chance.”
The campaign was produced by the recently launched, Emotive Productions, whose capabilities cover AI Production, Motion & Static, Branded Entertainment, Events & Experiences and Influencer Co Production.
The campaign is now live rolling out across TV, BVOD, SVOD, Meta, TikTok, Display and OOH.
Credits:
Client: Perfection Fresh
Chief Marketing & Innovation Officer: Luke Gibson
Group Marketing Manager: Kristie Emerson
Brand Manager: Kiran Afzal
Brand Manager: Marcelina Brodka
Creative Agency: Emotive
Founder & CEO: Simon Joyce
Executive Strategy Partner: Sebastian Revell
Business Director: Alice Tschuchnigg
Chief Creative Officer: Gavin McLeod
Senior Creative Director: Rupert Taylor
Associate Creative Director: Edward Macaulay
Senior Producer: Michael Hollis
Head of Design: Daniel Mortensen
Senior Designer/Animator: Eunice Nie
Production: Emotive Productions
GM: Hayley-Ritz Pelling
Director: Rhett D’Arrietta
Line Producer: Jessica Brandt
Production Manager: Daisy Bray
DOP: Danny Ruhimann
Casting: McGregor Casting
Photographer: James Evans
Post Producer: Rebecca Love-Williams
Senior Editor: Sam Gadsden
Sound & Music Production: Otis Studio
Colourist: Billy Wychge
