FreshChoice shows its support of all things local in latest campaign via Multiplied

Building on its ongoing brand platform of Shopping Different, FreshChoice has launched its latest campaign, created by independent creative agency Multiplied, celebrating what lies at the heart of its stores – the local communities its serves.

FreshChoice stores are proudly locally owned-and-operated, with each one supporting their own local clubs and organisations. It all adds up to an incredibly eclectic mix, and this campaign shines a light on the breadth of these groups and how FreshChoice is also ‘Supporting Different’.

The campaign is fronted by our local FreshChoice store owner, Baz, and opens on a charmingly chaotic team photo that just keeps growing. The colourful gathering is representative of the actual clubs, charities, trusts, schools, and even dog shows, that FreshChoice sponsors at a local level.

Says Jarryd Adams, brand manager at FreshChoice: “Supporting local is a key pillar to the FreshChoice brand. When our stores support something, it’s not about what matters to them – it’s about what matters to their community. We wanted everyone to know how important ‘supporting local’ is to us and to our stores.”

Says Aaron Taylor, creative partner, Multiplied: “We immediately saw the opportunity in the long list of teams, clubs and groups that FreshChoice stores support. We realised that the more different they all are from one another, the more it shows just how truly different and local every FreshChoice store is. We needed to make sure that was captured, so a ‘team photo’ in a local community hall provided the perfect setting.”

The campaign carries from screen to shelf with broadcast TV, digital video, social media, billboards, digital screens, bus wraps, and in-store communications. Through the agency village, the ‘Supporting Different’ idea will also be activated through the sponsorship of beloved regional events, including the FreshChoice Kepler Challenge and the FreshChoice Lake Dunstan Marathon to demonstrate this support on the ground.

Client: FreshChoice
Head of Marketing (Outgoing): Travis Tompsett
Head of Marketing (Incoming): Lara Squires
Brand Manager: Jarryd Adams
Brand Manager: Maegan Hawkins
Marketing Coordinator: Peta Florence

Creative Agency: Multiplied
Media Agency: dentsu
Activation Agency dentsu
Production Company: Fish