Fresh Prep’s latest campaign aims to remind customers that buying the brand’s meal kits instead of cooking allows them to spend more time with their loved ones.

Targeting millenials and Gen X, the “Back to Routine” campaign highlights Fresh Prep’s commitment to offer locally sourced meal kits that save time and reduce stress in the kitchen. The campaign creative presents Fresh Prep not only as a meal kit provider, but also as a partner that helps Canadians achieve a more balanced and fulfilling life.

Melanie Piard, brand marketing director at Fresh Prep and Cook It, tells strategy that by emphasizing on time savings, the campaign helps distinguish the brand from its competitors. “Unlike typical meal kit campaigns that focus solely on the ease of meal preparation or the freshness of ingredients, this campaign taps into the emotional aspect of reclaiming time,” Piard says.

The campaign represents the company’s first national dual-brand initiative following its acquisition of meal kit company Cook It in February, which boosted Fresh’s expansion into Quebec and Ontario provinces, complementing its presence in British Columbia and Alberta.

“[The campaign] marks a significant step in integrating the strengths of both brands under one cohesive strategy,” says Piard, adding that the team wanted to show the natural alignment between the brands, as both Cook It and Fresh Prep focus on wellness and sustainability (Fresh currently offers reusable containers and a reusable cooler delivery system).

According to Piard, the campaign also helps Fresh Prep achieve its goal of further establishing itself on the West Coast, while enhancing Cook It’s visibility in Quebec through strategic messaging that reconnects with old customers while also attracting new ones.

The media plan includes OOH ads, radio, banners, direct mail, and promotion on Facebook, Instagram and Google Ads. Media sourcing, strategy and creative was done in-house.