EARTH FARE
Brand Relaunch
My Role
Designer
Team
The BSMNT Agency
Overview
Earth Fare is an American health and wellness supermarket
with 20 locations in eight states throughout the southeastern
United States. In order to spread awareness of new store
openings and reach old and new customer bases alike,
Earth Fare approached The Basement to create an engaging
email campaign that would draw shoppers in and reiterate
their core values: providing the cleanest, highest quality
ingredients to you and your family every day, in every aisle.
Services Rendered
Branding, Illustration, Web Design,
Motion Graphics, Print Advertisement, Digital Advertisement
The Solution
My team and I curated an email campaign that emphasized what sets Earth Fare apart from your average supermarket, being their lengthy list of banned ingredients rightfully
dubbed as “The Boot List.”
The success of this initiative eventually led to a much larger scope of work, including a grand opening campaign for their Cleveland location as well as providing supplementary
in-store promotional advertisements.
NOT YOUR ORDINARY GROCERY STORE.
When trying to find your niche in the market, it’s easy to be compared to the competition.
“It’s health-focused like Whole Foods, but not as expensive.”
“They’re affordable like Sprouts, but more community-focused.”
“The vibe is similar to Trader Joe’s, but not all private label.”
But Earth Fare isn’t “like” another grocery store. Instead, it features a unique proposition: The Bootlist.
BRANDING THE BOOT LIST.
The Boot List is Earth Fare’s major differentiator, being an extensive list of harmful additives and ingredients
you’ll never find in their stores. And as a team, we wanted to take the opportunity to make this promise engaging
and memorable with their consumer base. On Fridays, we remind customers why they choose to shop Earth Fare,
with a friendly comparison email. We don’t use this opportunity just to show off one of the Boot List items either;
We use this chance to show customers that they can get a similar (but better) product at Earth Fare.
Get everything on your list, and nothing on ours.
On all weekly emails, we highlighted the Boot List alongside the usual in-store daily deals that are offered,
which feature a corresponding recipe and recommended additions to their shopping list. With this callout,
we give the customers a taste of what the Boot List is and remind them of how conscious Earth Fare
is of what’s on their shelves. We wanted customers to know they can trust Earth Fare while
also highlighting the supermarket’s biggest differentiator and superpower – The Boot List.
CLEVELAND GRAND OPENING.
Following the success of the initial email campaign, my team and I were then challenged to spark interest
surrounding the grand opening of Earth Fare’s latest storefront in Cleveland, Ohio. Leaning into the sentiment
that what you buy at the grocery store shouldn’t be anything other than simple and healthy food,
we curated a series of advertisements that accentuated the absurdness of accepting anything less.
What followed were a series of print and digital advertisements that leaned into the essence
of the Boot List and examples of what you won’t find while shopping at Earth Fare.
MOVIA BOARDS.
To create additional anticipation and grant a glimpse into Earth Fare’s ethos, we curated a series of
motion graphics to be displayed on digital Movia boards across Cleveland. These advertisement trucks
would then drive around the local area and engage with prospective shoppers about the new storefront
coming and to reiterate Earth Fare’s healthy living promise: That good food should be simple and
free from ingredients with names akin to a science fair project.
ADDITIONAL PROMOTIONS.
Post grand opening at the Cleveland store location, Earth Fare enthusiastically entrusted our team to supply
additional advertisements and promotional material for their in-store specials and events. One such branding
initiative involved curating label logos to represent Earth Fare’s ongoing partnership with local and family-owned
producers that aid in supplying the store with a majority of their products. Consumers would be able to tell which
items on their shopping lists were hand-picked from neighboring states and small-business vendors as a result.
Seasonal promotions and special events were also highlighted through our advertisements, showcasing Earth Fare’s
appreciation for its customer base through an annual Harvest Festival in October and Sweetie Pie Fridays during the
month of February. Healthy living initiatives and partnerships were also emphasized as a reflection of Earth Fare’s
core values, and resulted in a monthly Fresh Forum that encouraged consumers to tune in to discussions with
Earth Fare and their partner companies that aid in the pursuit of an achievable healthy lifestyle for everyone.
