In the world of produce, nothing is fresher than straight off the farm.

Safeway "Fresh" was created to bring that super fresh goodness and homegrown farm stand feel to the grocery store. Chalk elements were added to enhance the personalized touch of farm stand signage.

The end result was a campaign that emphasized how much the Safeway growers care about the produce they grow.

That feeling was continued through all of the online work and point-of-purchase displays to round out the message.