Image via Christina Avraam / Amazon Fresh
Amazon UK’s own-brand grocery line, byAmazon, is making a flavorful entrance into the food market with smiles all around.
Introducing the online marketplace’s foray into house-brand produce, the campaign, carrying the tagline, “Food too, who knew?” uses clever food art in the shape of smiles to provoke brand familiarity by mimicking Amazon’s cheerful logo. Who says you can’t play with food?
Image via Red Brick Road
“Food smiles” include a banana, representing breakfast items like Amazon-branded yogurt, coffee, and bananas. There’s also a prawn or shrimp to denote on-the-go lunches like prawn pasta salad, and a chili to symbolize quality dinners like Chicken Tikka Masala. Additionally, the contextual out-of-home advertisements also highlight the brand’s quality through star ratings.
Image via Red Brick Road
The campaign was directed by Richard Megson and Nathalie Thery at Red Brick Road, with visuals captured by food photographer Robert Billington.
Image via Red Brick Road
Through byAmazon groceries, UK consumers can anticipate an enhanced shopping experience, including fresh produce, pantry staples, and delightful meal options, all available through Amazon Fresh in-store and online at affordable prices.
[via The Drum, Retail Tech Innovation Hub, The Grocer, Red Brick Road, images via various sources]
by rrollins
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