In the endeavor to make a ready-made salad brand more appealing to busy working millennials, my team’s creative efforts aimed to go beyond the conventional and defy stereotypes associated with salad consumers. We wanted to present salads not just as a healthy choice but also as delectable meals that elicit the #uglysaladface—a genuine expression of unapologetic delight.
Social media emerged as a central component of our advertising strategy post-redesign. As the Art Director, I conceptualized ideas to appeal to our target demographic, and saw them into reality through a photo and video shoot. From directing the shoot to retouching the final assets, my involvement ensured that the brand not only stood out prominently on grocery shelves but also resonated authentically with our audience, presenting salads as both a tasty and convenient option for their fast-paced lifestyles.
Bonduelle ReadyPac
June 2022
CONTRIBUTION
Creative concept
Photo / video direction
Talent / location selection
Photo retouch
Animation direction
Client presentation
TEAM
Creative Director: Brandon C.
Sr. Producer: Loren O.
Animator: Nicholas N.
THE PHOTOSHOOT
Our lifestyle imagery had two main goals: capture the diversity of race and gender in our consumer group, and pivot alongside the prevailing remote work trend as a result of COVID. To resonate with our eco-conscious consumers, we cleverly incorporated a play on the word "recyclable," emphasizing the sustainability of our salad bowls. We introduced the term "fridge fengshui," tapping into the popular social media trend of ultra-organized fridges. Our salad bowls, with their appealing new packaging design, serve as the star of the fridge show amidst other vibrant produce and juices.
BEHIND THE DESIGN
This design concept tackles the common lunchtime dilemma – choosing between quick, convenient options like fast food or opting for fresh, quality ingredients that may require more time. Through an animated shift from "vs" to "and," we communicate that with ready-made salads, there's no need to compromise.
BEHIND THE DESIGN
Here, we utilize a stop-motion-inspired technique to gradually reveal a word beneath the salad plate, that plays on the common phrase “help yourself to more.” As each bite is taken, both the word “satisfaction” and the feeling of, becomes more and more apparent. The backdrop takes cues from the leaf shape central to ReadyPac Bistro’s new salad packaging.
BEHIND THE DESIGN
By adding the dynamic "-ing" suffix to words like "devour," we infuse a sense of action into the art of salad eating, challenging the stereotype of lunch as a passive, desk-bound activity. Meanwhile, the camera pans up to a person joyfully indulging in the salad with the same unapologetic #uglysaladface that defines the essence of our campaign.
BEHIND THE DESIGN
We positioned ReadyPac Bistro salad as a quick and nourishing solution to "sad desk lunch,” a trend that gained momentum in 2021 with the rise of remote work. People would share images of their lackluster midday meals—leftover pizza, a bag of chips, or even a hotdog and skittles—capturing the challenge of maintaining wholesome eating habits while glued to their computers.