The Distillery Project Urges Shoppers to “Get Real” in New Creative for Fresh Thyme Market


By The Chicago Egotist / /

Independent, creative and strategic agency The Distillery Project (TDP) has created a new marketing campaign for Midwestern full-service specialty retailer Fresh Thyme Market that urges shoppers to “Get Real” and find more authentic, healthy and affordable ways to make living better a reality. The work is launching Sept. 15 and will run through the holidays. 

Fresh Thyme Market focuses on value-priced fresh, healthy, natural and organic offerings. Stepping into a Fresh Thyme market is an immersive, sensory experience. Exporting the feeling of being immersed in the sights, smells, and sounds of the brand became TDP’s creative mandate. The “Get Real” campaign pays tribute to the efforts required to source high-quality food and products in a way that engages and excites both customers and the Fresh Thyme team.

The :60 opens on a fisherman on the deep sea, then quickly shifts to a closeup shot of someone striking a match and lighting a campfire, a field of lavender, a truck full of peaches. The sights and sounds of these environments are so intense you can practically feel, smell, and taste the elements. The spot ends with the tag “As fresh as you can find—right in your own backyard.”

The campaign will also feature an original :30 and five :15s. Media will run across the Midwest on cable and paid and owned media. 

“There’s a lot of noise in the category,” said TDP’s strategist Eli Otting, “and I think people have been craving an honest voice when it comes to finding good, healthy food. This work shows people what authentic food actually feels like, and then brings them to the reality of being able to get it in Fresh Thyme stores.”

Fresh Thyme entered the surging, $20 billion health foods landscape in 2012. Over the last nine years, it has built an offering around fresh, organic produce, meat, and groceries that help customers throughout the Midwest bridge the gap between healthy and affordable. Fresh Thyme operates 73 stores in 11 states. 



Formal Client Name:   Fresh Thyme Farmers Market

Execution Title: “Immerse Yourself”

Agency: The Distillery Project    

Launch Date: 9/2/2021

Chief Creative Officer: John Condon

Chief Strategy Officer: Ben Kline

Creative Directors:  Phil Jungmann, Chris Pollock

Copywriter:  Jane Condon

Photographer:  Pete Thompson

Head of Operations: Kim Tanner

Head of Production: Nik Traxler

Associate Producer: Annabelle Kline

Senior Business Affairs Manager: Bonnie Kalaf

Planner:  Eli Otting 

Project Management Director: Jen Cotter

Production Company: Big Bill’s Production House

Director: Don Broida 

Executive Producer (Production Co):  Rocky Bice

Producer (Production Co):  Rocky Bice

Editorial Company & City:  Cutters, Chicago 

Editor:  Marian Oliver 

Music Company & City:  JSM, New York

Cep: Joel Simon

Executive Producer: Jeff Fiorello

Sound Design Company & City:  Another Country, Chicago 

Sound Designer:  Drew Weir 

Visual Effects Company & City:  Flavor, Chicago

Visual Effects Editor: Patrick Wong 

Visual Effects Producer: Bruce Rindler 

Color Company & City: Primary, Santa Monica 

Color Executive Producer: Thatcher Peterson

Colorist: Daniel De Vue & Gregory Reese 



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