Random Acts of Freshness Campaign

A twist on Random Acts of Kindness, we focused on fresh produce to document Food Lion’s giveback to its communities. The campaign brought us all around the east coast, from Delaware to South Carolina, to capture and tell stories in nine different locations.

The centerpiece of the campaign was a 5 day food stand video in which five communities were surprised with fresh & free produce in showcase of Food Lion’s appreciation. We followed other events and activities such as professional chefs preparing homemade meals for on duty firefighters, freshly sliced watermelons passed out at kids soccer tournaments, and Food Lion associates cleaning grills and handing out grilling equipment at a local park. At the Charleston RiverDogs minor league stadium, we captured Food Lion’s mascot throwing out the first ‘pitch’ (an orange!) and presenting the crowd with healthy snacks.

The video campaign went on to win an Addy and MarCom award for Branded Content.

Below are some behind the scenes photos of the production.

Client:
Food Lion

Agency:
BURKE

Account Executive:
Caitlin Takos

Director / DP / Editor:
Rick Guile

Assistant Editor:
Taylor Drake