With Thomas and Olivia.
Premium produce brand Perfection Fresh aims to shift consumer behaviour from ‘autopilot’ shopping to a conscious preference for the original Broccolini brand in its campaign via Emotive.
“Our strategy remains focused on making buying fresh produce more conscious, and investing in the potential to drive meaning and preference pre-store, in order to influence default purchase in-store,” said Emotive executive strategy partner, Sebastian Revell.
“Perfection Fresh introduced Broccolini® to Australia and we want people to instinctively reach for ‘the red label’ in the fresh section as a guarantee of an elevated product and eating experience.”
The campaign continues the evolving story of Thomas and Olivia, the couple first introduced in Perfection Fresh’s ‘Roll out the red label’ launch campaign last year, using food moments to show how premium produce can elevate everyday life.
“From first bite, to first dinner. There is something inherently romantic about cooking for someone you care about,” said Emotive senior creative director, Rupert Taylor.
“By using Broccolini® as the centerpiece of their dinner, we’re romancing the produce itself - and the way it can elevate a standard Monday night into something special.”
The campaign was produced by the recently launched, Emotive Productions, whose capabilities cover AI Production, Motion & Static, Branded Entertainment, Events & Experiences and Influencer Co-Production.
The campaign is now live rolling out across TV, BVOD, SVOD, Meta, TikTok, Display and OOH.
“We are redefining the produce aisle by making buying fresh food a conscious, brand-led decision,” said Perfection Fresh chief marketing and innovation officer, Luke Gibson.
“By treating our proprietary varieties like the stars they are-rather than just commodities-we build a level of meaning and preference long before the consumer reaches the supermarket aisle.
“We want the red label to be the first thing they look for, ensuring a premium eating experience is never left to chance.”
