PROJECTS

The Real Food Has Roots campaign was a comment on fruit and vegetables being viewed as just an object with no attachment to where it came from. This campaign was a way to combat the simplistic idea of what little the consumer understands about fruit and vegetables and to make them aware that there is a connection to where the produce they are buying comes from and not to be seen just as an object for purchase and or being taken for granted.
The posters that have been created in response to this dilemma had to be typographically and imagery balanced to gain and retain the attention of the consumer viewing the posters. For example, the fruit and vegetables depicted in the posters are growing roots from the base. This concept sparks an immediate interest in the posters because it is an unusual image.
This is the major component for the posters success along with the rustic natural finish. Although logically this could never happen it is a metaphorical statement linking back to the title Real Food Has Roots thus creating three important points. The first point is to create an intriguing visual display. Secondly, the image poses a series of questions to the viewer such as, where does my food come from? How does it grow? What’s is really in my food? And thirdly the aim is to educate consumers of the value of fresh produce and that food does come from the ground and it does have “roots”. Real food is not just an object to be bought off a shelf in a fruit shop or supermarket, it is has travelled a long journey to get to where we can buy it.