The process

Working at Farmer’s Fridge allowed us the luxury of playing with our food, quite literally on most days. Our products were salads, wraps, protein bowls, sandwiches, and portable snacks; all of these options were the perfect conduit to showcase the raw benefits behind each menu item’s ingredient list and how it would aid our customer’s health goals.

We partnered with professional photographers who were local to Chicago to produce high-quality marketable assets that were a mix of evergreen content we could cycle throughout the calendar year, as well as, engaging product launches tied to seasonal trends, growing seasons, or shifting tastes in the wider market. The result was captivating photography that could be morphed into cheeky stop-motion assets to be used in social media campaigns, in digital ads, and of course, shown on our hundreds of Fridge locations throughout our markets.

Honest marketing

Most of our classic assets revolved around the jar that held our products, mainly our salads; these were the secret to our success in growing awareness of the brand and they enabled us to showcase the raw beauty of our menu items alongside the honesty of what makes up our customers favorite items. The transparent plastic jars allowed curious buyers to view what goes into each menu item and we used that to our advantage in photography shoots highlighting seasonal and staple products.

The social side

After each successful photo shoot, we would collate the assets we collected and earmark any that could be useful in certain scenarios (top-down angles with ample negative space for overlaying deals, bargains, promotional content, etc) and vertically focused shots that could be well-suited to social media stories or time-sensitive partnerships.

Afterward, we would dedicate ample time to deconstructing elaborate menu items to create visually pleasing stop-motion stories surrounding the menu items themselves. The strategy would be similar to our expanded assets regarding our salads but geared more towards the short-form video content that lives on platforms such as Instagram and Twitter. These shoots would take hours as we meticulously lay out each row of items, photograph, move items around, and then capture another shot.