We wanted to make Food Basics everyone’s favourite discount grocery store, so we took their lighthearted tone and ran with it. From a playful tv spot emphasizing just how great saving money on food feels, to fun Instagram posts and topical in-store signage, and everything in between, this brand was lots of fun to work on. …And who doesn’t love getting more for less, anyway?

I worked on a variety of campaigns for tv, social, digital, radio, print, online, OOH, and POS, as well as launched the Food Basics Instagram account. (…Wowza!)