Afresh.
Web copy elements
Awareness
Changing the narrative on
fresh food
Background:
Afresh is reinventing the fresh food supply chain with human-centered artificial intelligence. They’ve made fresher, healthier food wildly efficient for grocers and incredibly accessible to shoppers.
Process:
I worked hand-in-hand with Landscape’s director of strategy and the founders of Afresh to articulate a clear promise — connecting fresher food to happier customers, and happier customers to a thriving business.
Together, we explored provocative ways to illustrate a modern solution to what we dubbed “an inconvenient truth”, the unacceptable magnitude of global food waste. The two sides of a spoiled apple.
Outcome:
Across web and outdoor, my messaging is future focused. It simplifies Afresh, both to grocers and perspective talent, and defines the limitless possibility of the platform to totally reinvent the way we view fresh food.