Concept, art direction, graphic design
Food manufacturing companies are responsible for being vigilant with their food safety programs to keep their products safe from foreign materials and invisible contaminants. For this B2B campaign, I came up with the idea of showing food products with tongue-in-cheek labels that reflect what can happen without a strong food safety culture. I purchased food from the grocery store, removed their labels, then designed and printed my own. The strawberries show they are "fresh, sweet, contaminated" and "now with salmonella!" For the meat, I added pieces of metal as foreign materials. The label shows it is "81% lean, 19% fat, 50% fatal" and "now with pieces of metal!"
The marketing campaign won the 2021 Integrated Campaigns Distinction Award from The Communicator Awards.
View the live landing page at:
