FRESHLY · OOH · ACQUISITION
CHICAGO L TRAIN CAMPAIGN
Concepts and content for a Chicago subway test.
WHAT REMAINS
early conceptS
When Freshly expanded nationally, there were a lot of big markets that didn’t know the brand. One of our first out-of-home tests was meant to introduce the brand and stoke interest.
We developed multiple ambitious concepts for the project, but it came down to two that kept it simple. “Say goodbye to cooking” was a way to differentiate Freshly, a company making fresh meals ready for the microwave, from meal kits that still required customers to do the chore part.
KEEP IT SIMPLE, SILLY
three words
After a few rounds of creative, our CEO wanted to go with my most straightforward concept: Freshly has solved dinner. Dinner. Is. Done. Since we’d have a captive train audience, I wanted the top cards placed around the car to be fun and eye-catching, using topical language to show the brand as playful. They also cut to the chase, with phrases that hit home one of the main value props (convenience), like “Take back time” and “No-prep meal prep.”
