Perfection Fresh, has partnered with Emotive to launch a bold new masterbrand platform and campaign spanning its full range of fruits and vegetables.
The platform ‘Make Every Day’ positions Perfection Fresh as a brand leader in fresh produce, elevating the potential of every snack and meal. And with their launch campaign ‘Roll out the red label’, they will introduce Australia to a brand that stands for quality, and a more consistent flavour and eating experiences.
Branding is largely a foreign concept in commoditised categories, such as fresh produce. Consumers ordinarily shop on autopilot, only paying attention to the look and feel of a product to guide decision-making. With fresh produce, most of us don’t even know there are different brands, and that some are better quality than others.
“Our goal was to create a brand that Australians will instinctively reach for when shopping in the fresh produce section, due to brand-led associations with consistent quality. We saw and researched the power of branded commodities in categories like medicine (think Panadol vs own label), and in products like olive oil. Yes there are already brands in fresh produce, but none that are regularly investing in the potential to drive meaning and preference pre-store, in order to influence purchase in-store,” said Sebastian Revell, executive strategy partner at Emotive.
Another challenge the team saw, and further inspiration to this launch, was the rise of ‘healthy’ packaged snacks, which are attempting to replicate the health benefits of fresh produce, but with the added benefit of being exciting and innovative new news.
Luke Gibson, chief marketing & innovation officer, Perfection Fresh added: “We’ve helped shape some of Australia’s favourite fresh brands – from Broccolini® and Qukes® to Calypso® Mangoes – and now we’re bringing it all together under one masterbrand. With ‘Roll out the red label’, we’re showing that Perfection Fresh is more than just produce – it’s the mark of quality shoppers can trust and a shortcut to the best. Fresh food has always talked about health, but we wanted to connect on a deeper, more emotional level. This campaign brings joy, playfulness and passion to the category – and it’s just the beginning of a story that will keep growing across our range.”
Perfection Fresh contributes their higher quality process and products to elevated eating occasions, which in turn deliver greater enjoyment. This is their ultimate goal – driving excitement everyday amongst Aussies to eat and enjoy fruit and veg. A simple pleasure they observed is being forgotten in the complexity of today’s trendy food landscape.
“For us, meal elevation should be a simple luxury we can get from high quality products, which food culture has largely missed the mark on for the masses – with the promotion of obscure ingredients and inaccessible trends. Whereas food luxuries should be achievable, not exclusive, and simple, not extravagant,” Revell continued.
In ‘Roll out the red label’, Perfection Fresh tells a love story over fresh produce between a couple during different points in their relationship, from when they meet for the first time in the tomato section, to… who knows…
Every moment is emotionally rich with their shared enjoyment of high-quality fresh produce, and by using a love story, Perfection Fresh aims to romance their produce – the selection, the taste and the textures.
Rupert Taylor, senior creative director, Emotive, said: “We wanted to tell stories about how Perfection Fresh produce can elevate all of these food moments in your life, so the campaign tells the story of a couple, and we look at their relationship through these moments with food – they meet in the tomato aisle with ‘Love at first bite’, they throw a lunch in their backyard, and we’re not sure where their story will go – maybe they’ll go on a cruise, maybe she’ll leave him for her best friend Susan and then they’ll get back together – we don’t know, but we do know it’ll involve elevated moments with Perfection Fresh produce.”
