Maxima Supermarket: Fresh vegetables in stores now

Fresh vitamin-filled vegetables have arrived

Advertising Agency: Astos Dizainas McCann Erickson, Vilnius, Lithuania
Creative Director: Simonas Tarvydas
Art Director: Ignas Kozlovas
Copywriter: Kotryna Sokolovaitė
Illustrator: Rimas Šablinskas
Photographer: Edgaras Marozas
Published: March 2012

14 comments

Emran Hayat's picture
Emran Hayat
832 pencils

i like it.

Creativity is a natural extension of our enthusiasm

mertos's picture
mertos
899 pencils

NICE

adhava's picture
adhava
10 pencils

oh..vit-a, vit-b, and vit-c is it?? took me some time...

pierrelastname's picture
pierrelastname
2869 pencils

nothing special. basic, just nice visual.

Brunopoplocker's picture
Brunopoplocker
136 pencils

exactly how I think.
just nice visual,

I hate macs

Mustafa Yılmaz's picture
Mustafa Yılmaz
3 pencils

gayet başarılı...

kleenex's picture
kleenex
29454 pencils

nice fonts...

Wordfruit's picture
Wordfruit
1023 pencils

I didn't realise it was vitamin a, b, c.

But I didn't see the tag either...

The line seems a bit strange to me.

Don't veg shops get fresh veggies in all the time?

This kinda seems like they haven't had fresh veg for weeks, now they've got some.

And the vitamin-filled thing isn't specific to veggies in that store.

I'd say this is fairly weak.

daidub's picture
daidub
2 pencils

shops have vegetables, but in northern countries spring and freshness is something important and long-awaited. in winter they eat vegetables imported, not locally grown.

gbl's picture
gbl
451 pencils

The A, B, C dont say nothing by themself, should be mixed with the tagline.

Hadrons's picture
Hadrons
5743 pencils

Excellent job.

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

goranflr's picture
goranflr
259 pencils

In my opinion, there is a problem here. and it's the message. And, from it, comes another problem: the creative solution to show the message.
Normally you have two kind of messages: the ones that everybody already knows and the ones that are a total novelty.
When you have a total novelty, you have just to announce it, to prove it. You don't need to overdo it. The novelty is the queen of the ad.
When you have a message that everybody already knows, you need to show it in a different and fresh way. You don't need to prove it, because everybody believes in it already. But you need to say it in a different way, with more impact.

What I see here is some clumsiness in the communication of the message. The copy announces that the message is that NOW this supermarket has fresh vegetables, which, of course, are full of vitamins. So, the ad should show the novelty, that now they have fresh vegetables and before they didn't... I don't think this is a good message to announce, actually. But the copy does. Sad, from an strategic point of view.

Now, as a secondary message in the copy we have that the vegetables are full of vitamins. Pretty obvious in the minds of the people. Everybody knows that. No novelty here.

Then, the visual communicates a different message. It doesn't picture the message that is supposed to be announced and that is supposed (by their, to my eyes, wrong strategy) to bring people to the supermarket. The visual pictures, in a very basic and overdone way (shaping letters with the product), the message that everybody already knows and that brings not novelty to the people: that vegetables have vitamins.

So, I see no way out here, but to rethink the strategy. To announce that vegetables are full of vitamins is nothing worth to shout, because everybody already knows it. And to announce that NOW this supermarket has fresh vegetables, well, bring all the questions about what were they selling before then? Old vegetables? Or maybe I'm wrong and they weren't selling vegetables before at all, and they opened now a vegetable section... But I find that unlikely...

vlads's picture
vlads
539 pencils

yeah fresh! art direction man!

salil.sharma's picture
salil.sharma
2278 pencils

awesome
excellent job
good art direction & execution

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