Pusateri's

Brand Affinity

Setup

For over fifty years, Pusateri’s has carved a niche as Toronto’s premier artisanal supermarket. This changed in 2016, when partnering with Saks 5th Avenue created the need to reposition themselves as a luxury food destination.

Today, this space is increasingly saturated with the expansion of high-end competitors. Now, Pusateri’s continued success depends on reinforcing their brand affinity through the luxury food wars.

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Strategy

All aspirational brands have a signature look - often imitated, but never duplicated. We established Pusateri’s signature look and defined their brand voice by planting a flag in Toronto’s famed foodie culture with larger-than-life food photography and by launching their video platform.

Several series of always-on social media content were produced year-after-year to capitalize on key events in each season throughout the calendar.
Animation
Brainstorm Facilitation

Brand Strategy
Campaign Development
Copywriting
Design
Illustration
Motion Graphics
Photography
Recipe Development
Scriptwriting
Video Production
Winter
In-Store Collateral
Year-round in-store collateral was inspired by all manner of cultural calendar events, coaxing and coaching consumers to indulge in the gourmet philosophy on every occasion.
Spring
hOLIDAY Spots

As a way to capitalize on Mother's Day, Easter and Passover, we encouraged consumers to elevate their family gatherings by translating culture-specific catering menus into stop-motion videos of elegant feasts. Holiday products were prominently called out to guide consumers from impression to transaction.
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Summer
Ferragusto Spots
In celebration of an Italian summer tradition, cinemagraphs were created in the retro style of learn-a-language cassette tapes. Viewers were mesmerized by living images of a five-course Ferragosto feast and charmed by an authentic Italian voice-over of the correct pronunciation of each classic dish.
​​​​​​​Summer
Canada Day Photography

Food is a powerful way to express national pride. The “Canada 150” campaign showed off the diversity of food from across the country. World-renowned staples (such as Yukon Gold potatoes and Nova Scotia lobster) as well as lesser-known heritage items (like BC wild cherries) were photographed and composed into a poster collage of a maple leaf, which was used for in-store signage, and out-of-home advertising.

Autumn
Back-to-School Transmedia Campaign

Pusateri’s puts a gourmet twist on everyday snacking by inviting consumers to up their nosh game with exclusive brands and premium foods. The consumer’s journey began with out-of-home advertising and continued as an in-store scavenger hunt: pamphlets and aisle danglers guided the way to the ingredients featured in the OOH campaign.
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