Grocery stores have come to stock increasingly more pre-prepared food, which tends to be appetizing for all of the wrong reasons. These Calgary Farmers' Market ads are an attempt to draw health-conscious consumers back to fresh fruits and vegetables, using freshness as their main selling point.
The WAX agency has, however, opted for an unusual approach to communicating this sense of natural and newly picked products. Using a brown egg, a cob of corn and a lemon, the team has dressed each so that it references a state of being ready to eat, but in a somewhat processed look.
The is an egg timer that's clocked to complete, the corn become the utensils with which one eats it, and lastly, the Calgary Farmers' Market ads turn the citrus fruit into a pre-squeezed bottle of lemon juice.