How I Developed a New Brand Campaign For Farmview Market.

Farmview Market is an amazing country store located in Madison, Ga.

From the Just-Picked Produce To the Hand-Cut Steaks, Everything At Farmview is Fresh From the Farm.

About an hour east of Atlanta, off I-20, there's an amazing country store called Farmview Market. Part general store, part farmers market, part family restaurant, it truly is one of a kind.

Someone described it as "Whole Foods meets Cracker Barrel." That's pretty accurate.

They contacted me about developing a TV commercial. There was just one little problem—Farmview has so many attributes to talk about, they won't all fit in 30 seconds.

All the fruits and vegetables sold at Farmview come from nearby farms.Let's Do :15s

So after some discussion, I developed six :15 TV commercials, on the following subjects:

  • Locally Grown
  • Farmview Cafe
  • Creamery
  • Cattle Farm
  • Grist Mill
  • Farmers Market

 

You know the milk and eggs are fresh because they come from their own Creamery.Farmview Market is more than just a store. Nearly everything they sell is locally grown or locally produced, either from their own farms or from other farms in Georgia.

For the brand campaign, the idea was to do short, focused commercials, built around a common brand positioning. In Farmview's case, the one benefit that tied everything together was freshness.

Freshness is the reason locally grown food tastes better. It's why the milk is fresher. The steaks are better. Even the restaurant is better.

It's not just fresh, it's Farmview.It's All About Freshness

Finally, we tied everything together with a tag line: It's Not Just Fresh. It's Farmview.

To film the spots, I drove to their dairy farm, near Madison, Ga, in time to shoot this sunrise. And I spent a few days filming in the store, and another day filming at their cattle farm, about three hours south, in Leesburg.

Here are all six commercials, back to back: 

 

 

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