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Ready meal subscription brand Freshly takes dinner dilemma off the table

By John Glenday | Reporter

June 24, 2022 | 3 min read

Ready meal subscription brand Freshly has warmed up its first integrated TV brand campaign by answering the ‘What’s for dinner?’ dilemma for time-pressed customers.

Banishing associations with low quality and low nutrition, creatives at Avocados and Coconuts positioned the brand as the fast and healthy way to stop your stomach rumbling by delivering pre-prepared meals that can be eaten after just three minutes in the microwave.

‘Your Daily Dilemma, Answered’ depicts a hectic day in the life of one couple for whom a trip to the supermarket and time spent slaving over a hot stove is not an option. It cuts to a fridge stacked with boxes of Freshly to show that you don’t have to cook to enjoy fresh food.

Freshly

Freshly offers fatigued consumers a ready-made dinner solution

Shelly Kaushal, senior director of brand marketing and media at Freshly, said: “We were inspired by the insight that we make an average of 35,000 decisions a day, leading to information overload and question fatigue. Our creative team, led by Kate Keparutis, built on that, presenting Freshly as the effortless answer to your daily ‘What’s for dinner?’ dilemmas – playfully suggesting that while life can be overwhelming, mealtime doesn’t have to be.”

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Jumpy camera moves and edits convey the frenetic pace of daily life, illustrating how the stress of the day can reach its crescendo in the kitchen when all you want to do is collapse on the sofa.

Freshly appointed Spotify’s Mayur Gupta as its chief marketing officer in 2019.

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