The Central Market’s annual Citrus event is traditionally their first storewide promotion every year, coinciding with so much incredible citrus fruit in season at that time. This year they wanted to put a slight spin on it, going beyond their unmatched variety and leaning more into making citrus fruit a part of the healthier, fresher diet and reinvigorated approach to living that so many customers embrace to “zing in” a new year.
The work, co-produced by ad agency Plot Twist Creativity and design firm Trace Element, features bright colors, exuberant characters, playful lines, and mouthwatering images of citrus fruits as well as citrus-forward dishes. The campaign, which also includes social, digital, outdoor and in-store elements, invites all citrus lovers to “Live Their Zest Life.”
