Perfection Fresh rolls out the red label with new brand campaign

Perfection Fresh Australia has partnered with creative agency Emotive to launch a bold new masterbrand platform and campaign spanning its full range of fruit and vegetables.

The platform ‘Make Every Day’ aims to position Perfection Fresh as a brand leader in fresh produce and elevate the potential of every snack and meal. With its launch campaign ‘Roll out the red label’, Perfection Fresh will introduce Australia to a brand that stands for quality, and a more consistent flavour and eating experiences.

In ’Roll out the red label’, Perfection Fresh will tell a love story of fresh produce between a couple during different points in their relationship. Every moment is designed to be emotionally rich, highlighting the couple’s shared enjoyment of high-quality fresh produce, and by using a love story, Perfection Fresh aims to romance its produce – the selection, the taste and the textures.

Luke Gibson, chief marketing and innovation officer of Perfection Fresh said the company had helped shape some of the country’s top fresh produce brands - from Broccolini and Qukes to Calypso mangoes - and now it was bringing everything together under one masterbrand.

”With ‘Roll out the red label’, we’re showing that Perfection Fresh is more than just produce - it’s the mark of quality shoppers can trust and a shortcut to the best. Fresh food has always talked about health, but we wanted to connect on a deeper, more emotional level. This campaign brings joy, playfulness and passion to the category - and it’s just the beginning of a story that will keep growing across our range,” said Gibson.

The campaign will be headlined by a ’Love at First Bite’ hero film sharing the story of the couple, Thomas and Olivia, which will be supported by media across the path of purchase, including TV, YouTube, out of home, social, influencers, retailer media and point of sale. Additionally, new branded packs, display units and keyword sponsorships will be incorporated in-store and online.

“We wanted to tell stories about how Perfection Fresh produce can elevate all of these food moments in your life, so the campaign tells the story of a couple, and we look at their relationship through these moments with food – they meet in the tomato aisle with ‘Love at first bite’, they throw a lunch in their backyard, and we’re not sure where their story will go – maybe they’ll go on a cruise, maybe she’ll leave him for her best friend Susan and then they’ll get back together – we don’t know, but we do know it’ll involve elevated moments with Perfection Fresh produce,” said Emotive senior creative director Rupert Taylor. 

Emotive executive strategy partner Sebastian Revell said there was a huge opportunity for branded offerings in the fresh produce category.

“Our goal was to create a brand that Australians will instinctively reach for when shopping in the fresh produce section, due to brand-led associations with consistent quality. We saw and researched the power of branded commodities in categories like medicine (think Panadol vs own label), and in products like olive oil. Yes there are already brands in fresh produce, but none that are regularly investing in the potential to drive meaning and preference pre-store, in order to influence purchase in-store,” said Revell.

For more on Perfection Fresh’s new masterbrand, read our interview with Luke Gibson here.