Fresh Fare Farms Integrated Campaign

Project overview

Fresh meals with a larger community purpose

Fresh Fare Farms is a meal-kit delivery service built around fresh ingredients sourced from local farms using sustainable practices.

For this academic project, I developed a multi-channel campaign designed to expand the brand's customer base, communicate the benefits of locally sourced food, and bring attention to community food insecurity.

During Hunger Action Month, each new customer sign-up would result in a Fresh Fare Farms donation to a local food bank in that customer's community.

The challenge

Reach a younger audience with a message that is useful, quick, and socially meaningful.

Campaign goals

Expand the Fresh Fare Farms customer base
Reach college students and young professionals
Explain the value of locally sourced food
Highlight sustainable farming practices
Increase awareness of community food insecurity
Connect meal-kit sign-ups with an easy way to help

Audience considerations

The client described a digitally active audience balancing school, work, relationships, and other responsibilities while still wanting healthier food choices.

The visual direction therefore needed to favor simplicity, brevity, strong imagery, quick information, and an inclusive representation of the audience.

Market research

Looking at the meal-kit category before defining a different direction

I reviewed competing meal-service brands to identify common visual patterns, positioning, imagery, promotional language, and opportunities for Fresh Fare Farms to feel distinct.

The research helped move the campaign toward a brighter farm-focused identity rather than relying only on finished-meal photography.

Mood board

From meal delivery to fresh-from-the-farm energy

The mood board established a warmer and more energetic visual direction using farm imagery, fresh ingredients, natural forms, vivid produce-inspired colors, and approachable lifestyle photography.

Brand foundation

Explore the Fresh Fare Farms brand guide

The client brand system established the foundation for the campaign, including mission and vision, logo usage, color, typography, photography, illustration, and iconography.

Cover

Design evolution

From initial concept to final campaign

Rather than showing only the finished advertisement, this progression demonstrates how the concept developed through refinement of hierarchy, imagery, typography, color, and campaign messaging.

Initial concept

The first draft established the overall campaign direction and initial relationship between imagery, message, and brand elements.

Digital advertising

Leaderboard banner

The horizontal digital treatment reduces the campaign to a concise message designed to communicate quickly within a restricted advertising space.

Animated leaderboard advertisement created for the Fresh Fare Farms integrated campaign.

Social media

A three-part campaign story

The social carousel breaks the campaign message into three steps: simplify meal preparation, connect the service to food insecurity, and finish with the Hunger Action Month call to action.

Fresh Fare Farms social carousel slide 1

Stakeholder presentation

Presenting the final campaign as one connected system

The final stakeholder presentation organizes the research, creative direction, campaign development, and completed deliverables into a single presentation for review.

Animated Fresh Fare Farms stakeholder presentation

Outcome

One recognizable campaign across multiple channels

The final system carries the same farm-inspired visual language across print advertising, digital banners, and social media while adapting the amount and sequence of information to each format.

What I learned

Refining a concept through research and iteration

Use competitive research to identify opportunities
Translate brand guidelines into campaign art direction
Refine hierarchy through multiple design drafts
Reduce messages for small digital formats
Build sequential storytelling across social slides
Maintain consistency across static and motion design