Agency Network: 
November 2009

Print advertisment created by Wax, Canada for Calgary Farmers' Market, within the category: Retail Services.

Fresh for the holidays.

Advertising Agency: WAX Partnership, Calgary, Canada
Creative Directors: Sebastien Wilcox, Joe Hospodarec
Art Director: Brian Allen
Copywriter: Tim Anderson
Photographer: Brent Mykytysyn

Comments (13)

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everartz's picture
Activity Score 7613

how does that mean that its fresh? i dont see it at all

| everartz |

sunilcreates's picture
Activity Score 166

actually its not fresh. Its Natural. The copy person is not understud the idea.

satrianee's picture
Activity Score 3748

İt's just ripped open. hehe.. I guess creating the whole campaign, they assume people will evaluate these ones along with the other ones. If not there is nothing new here. just good visuals.

Realist's picture
Activity Score 37

good job guys

Employee12660's picture
Activity Score 16

Hey Hack! Why don't you make it a little more apparent that you work at WAX by commenting on all the work they do. When you say 'good job guys' do you mean yourself? These ads are first level very very first level.

silvi's picture
Activity Score 4172

What wonderful art job!

Brain-Art's picture
Activity Score 1101

Fruits look "dry" on visuals, totally opposite idea came out in the execution

fadirahhal's picture
Activity Score 235

cant c any "fresh", cant c any "holiday".... its not yummy fruit, and bad photoshop, layout?? no !!!!, copy??? no also.... comon guys.....

fadirahhal's picture
Activity Score 235

cant c any "fresh", cant c any "holiday".... its not yummy fruit, and bad photoshop, layout?? no !!!!, copy??? no also.... comon guys.....

bubblestheclownfish's picture
Activity Score 614

Worst of the three - you actually eat the apple peel to get the nutrients - throwing it away is wasteful. Even with the others - it's a stretch. So you peel fruit and vegetables. So what? Nice visual, and obviously an excuse to make a Xmas tie-in, but really there's no benefit to this ad, other than an underutilized reminder of the Farmer's Market's existence. Any fruit store could do this ad. Tell me why I should shop at the Farmer's Market. I DO like how the leaf is not perfect though - refreshing to see some reality in ads ;-)

digifool's picture
Activity Score 264

"An underutilized reminder..." Isn't that the essence of most of what we do in advertising? Make brands top of mind (or to remind) in an original / memorable way (or underutilized as you say.) I would argue that these ads are not without benefit. I would say the benefit is implied. The fruits are shown as gifts and therefore elevated and made to seem more glorified & precious which is what the Farmer's Market is about.

Of course any fruit store could do this ad. Any MP3 player could have done the silhouettes dancing in front of colourful backgrounds ad but apparently Apple beat them to it. The same could be said for many campaigns. The secret is to do it first. Doing it first gives indisputable ownership to the brand.

I do see your point of the apple being a little different than the other four as peel is something that is often eaten. However it is not uncommon to peel an apple an apple and eat it. And people don't exclusively eat the peel and throw away the rest of the apple. The flesh under the peel is commonly seen as the part that most consume so I don't feel that this execution is totally out of place.

Thanks for the comments


bubblestheclownfish's picture
Activity Score 614

Finally! Someone that doesn't just retort with "No it isn't", or "You're wrong". Thanks for that ;-)

Brian, my point is that if there's an opportunity to present a point of differentiation for one's brand one should take it. Too many people these days are looking for cool images, flashy (albeit memorable) executions that sell the category but not necessarily your uniqueness in that category. What makes the Calgary Farmer's Market better than other markets? Than regular fruit stores? Showing an apple/whatever peeled like a present may be cute, but what's the point as-is other than "Ummm... yeah... don't forget about us... The Calgary Fruit Market." I'm sure the client just wanted something cute for the holidays, and this is the agency's answer - it just feels a little easy-answer to me, and a wasted opportunity.

I'm CD on one of the world's biggest selling beer brands, and constantly have to wrestle with this issue daily - selling the brand, not the category. We kill ourselves mentally to do that, and so I'm most likely more cognizant of this particular issue than most - but it doesn't make it any less important.

Cheers and Thanks!

digifool's picture
Activity Score 264

I hear your point. And you're right.

In reading your comment I realized that brand differentiation depends so much on the context. Unfortunately on a site like this you're working on a bit of a vacuum. First CFM are advertising to a local upper middle-class crowd who don't mind spending a little more for quality and are used to a higher end shopping experience. The other local farmers' markets are notoriously un-commercial and unpolished. (Actually just the fact that CFM advertises differentiates the brand). Grocery stores advertise but it's in the form of a star-bursty flyer that says 'we have produce for cheap! (and we also sell fruit in a can!)'

Most of the advertising that CFM does attempts to elevate the brand beyond the cheap retail or a dirty/disorganized experience. That is really what differentiates the CFM brand in this case.