Midwestern full-service specialty retailer Fresh Thyme Market is launching a campaign that will run through the holidays and urges shoppers to “get real.”
Created by The Distillery Project, the work supports shopping in “more authentic, healthy and affordable ways,” per the company.
The grocer first partnered with the agency in August 2020 when it launched a campaign and new logo. Previously it worked with Schafer Condon Carter, which it tapped as its first AOR in 2018.
Fresh Thyme Market focuses on value-priced fresh, natural and organic offerings. The creative aims to “export the feeling of being immersed in the sights, smells, and sounds of the brand," according to The Distillery Project.
The campaign, themed “Immerse Yourself,” pays tribute to the efforts required to source high-quality food and products.
The 60-second spot opens on a fisherman on the deep sea, then quickly shifts to a closeup shot of someone striking a match and lighting a campfire, a field of lavender, and then a truck full of peaches.
The spot ends with the tag “As fresh as you can find—right in your own backyard.”
The effort also includes a 30-second spot and five 15-second spots. Media will run across the Midwest on cable and paid and owned media.
Fresh Thyme entered the growing $20 billion health foods landscape in 2012.
The company operates 73 stores in 11 states. The market previously had an affiliation with Amazon Prime in 2017, but the online behemoth subsequently bought Whole Foods, a competitor oto Fresh Thyme.
The work aims to show people what authentic food actually feels like, says Eli Otting, The Distillery Project’s strategist.
“There’s a lot of noise in the category,” Otting says in a release. “I think people have been craving an honest voice when it comes to finding good, healthy food.”
Other clients of The Distillery Project include Meijer, which owns Fresh Thyme, and Lifeway Foods.