Hannaford: Local roots (2024)
The Problem
Hannaford wanted to authentically showcase the local farmers, makers, and producers behind their in-store products—but needed a way to do it that felt genuine, visually compelling, and native to social media. The challenge was to highlight “local” in a way that went beyond labels and packaging, and instead connected audiences to the real people, places, and passion behind the products.
The Solution
We created Local Roots, a social-first campaign that brought these stories to life through short documentaries and striking photography. Working with Creative Directors Ken Matsubara and Bobby Pfeiffenberger, and Copywriter Chloe Collins, we developed a warm, authentic style that felt true to each story. By filming docu-style on location, we captured the heart behind every product, while the opening card—featuring a location pin and rustic textures—tied each piece back to its local roots.
