Phoode® Produce Sticker Campaign: A playful invitation to join
Real produce. Custom grocery-style stickers. A flash-lit social campaign built to make food professionals stop and join Phoode®.
A grocery sticker became the hook.
Phoode® connects people and businesses across food and beverage. To bring food professionals to the Phoode® platform, we needed a social idea they could understand in a blink and want to explore.
Food Polka, founded by food creative director and producer Marta Fowlie, builds food-first creative that gives brands a reason to be noticed and a clear action for people to take. For Phoode®, we made custom stickers inspired by the familiar labels on grocery-store produce, then placed them on real fruit and vegetables. Their natural shapes, skins, seeds and quirks gave the work its character. The produce did not need to look perfect. That was what made the images feel fresh, unexpected and human.
Produce, photography and animation for social.
Phoode Produce in the Flash.
A flash. A sharp shutter snap. A Polaroid frame appears around a piece of produce wearing its own Phoode® sticker. It interrupts the feed, then gives food and beverage professionals a reason to look twice.
We designed and made custom stickers that borrowed the familiar visual language of grocery-store produce labels. Hard light brought out the real textures of the fruit and vegetables, including their uneven shapes and little imperfections. Then we animated the photographs so the flash and camera sound turned each still into a quick reveal. Phoode Produce in the Flash carried a double meaning: put food in a flash, and put Phoode® in the spotlight.
Food Polka carried the idea from concept and creative direction through prop sourcing and staging, food styling, photography, graphic design and animation. Across Instagram and Facebook Feeds and Stories, the campaign earned about a 7% click rate, giving food professionals a reason to visit and join Phoode®. The stills continued beyond the ads as Phoode® Produce Polaroids. That is the value of a product-led social idea: make the food the hook, make the brand memorable, and give the audience one clear next step.
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