︎

I. Your Daily Dilemma, Answered





Concept, copy, and scriptwriting for Freshly’s first-ever integrated brand campaign & TV spot in 2022. 

Creative was rooted in the insight that we make an average of 35,000 decisions a day—leading to decision fatigue and information overload, especially by the time dinner rolls around.


A bold and eccentric list of everyday questions we ask ourselves like 'What should I wear today' and 'What's a Doja Cat?'?


With a light-hearted approach to a relatable frustration, we presented Freshly as the effortless answer to Americans’ daily “What’s for Dinner?” dilemmas—playfully suggesting that while life can be overwhelming, mealtime doesn’t have to be.



 
The spot aired nationally and included :30, :15 and :06 versions appearing on TV, DRTV, pre-roll, paid social, Hulu, and YouTube. Campaign creative rolled out across channels including content, social, email, PR, and display.


A woman in a blue jacket kneels down to pick up a just-delivered box of Freshly meals from her doorstep. A lady pulls a delicious strand of noodles from an appetizing bowl of food using periwinkle blue chopsticks. An animation of an appealing looking fridge being magically filled with a stack of Freshly sleeves next to other fresh produce. A woman pulls a freshly-cooked meal from a microwave smiling; shot from the perspective of inside the microwave looking out.

An exhausted man face-plants on a couch in his living room.


An animation of someone pulling a Freshly tray from a stack of meals inside a fridge. An email module featuring a delicious meal and a headline that reads: 50+ Nutritious Options. 0 Mealtime dilemmas. An email with a closeup plated shot of Penne bolognese with a perfect forkful being lifted. A Facebook ad showing a woman pulling out a meal from a microwave from the perspective of inside the microwave. A tweet overlaid on top of imagery of a full fridge; the tweet reads: Can't believe I have to decide what to eat everyday for the rest of my life! A tweet is surrounded by animated SMS text bubbles that read 'What's for dinner?'; teh tweet reads: I'm officially a wife. Alec is now hitting me with the "what's for dinner?" texts.


A mid-50s couple laughing and enjoying fully-prepared Freshly meals on the couch.

CAMPAIGN

ACD, Copy: Jack Ball-Smith
ACD: Ryan Fetters, Stephanie Burns
Senior CD: Kate Keparutis
Executive Producer: Shidume Lozada
Designers: Andrea Celis, Julia Balducci
Senior Copywriter: Christian Villodas
Photography: Nicholas Scarpinato 
Food Stylist: Tyna Hoang
Prop Stylist: Beatrice Chastka


TVC

ACD, Copy: Jack Ball-Smith
ACD, Brand: Ryan Fetters 
Senior CD: Kate Keparutis
Prod Co: Avocados and Coconuts
EP: Dalia Burde, Shidume Lozada
Producer: Cory Desrosiers
Director: Adam Patch
DP: August Thurmer 
Production Designer: Brad Bailey
Editor: Dana Shaw
Color: Marshall Plante
Sound Mix: Matt Wood
Food Stylist: Tyna Hoang
Wardrobe Stylist: Alisha Golden 
Post Producer: Jessica Kenney
Mark