Perfection Fresh
Roll out the red label
Brief
Re-launch Perfection Fresh’s masterbrand ‘Make Every Day’ with a campaign that positions them as a leader in fresh produce, elevating the potential of every snack and meal.
Insight
Meal elevation is too often tied to luxurious, obscure ingredients and inaccessible trends. But with consistently high quality products, ‘luxury’ can be achievable, not exclusive, and simple, not extravagant.
Strategy
Enshrine the red label as the simplest everyday luxury in food.
Idea
‘Roll out the red label’ tells a love story between a couple during different points in their relationship, showing Perfection Fresh as a marker of quality for meal elevation across different food moments in your life. Every moment is emotionally rich with their shared enjoyment of consistently high-quality fresh produce, and the love story narrative it leverages luxury cues across selection, taste and textures.
