In the crowded aisles of local grocery chains, standing out is everything. Humor is often the fastest way in.

To connect with shoppers, we tapped into the shared, unfiltered moments of the grocery store experience — the crying kid in aisle five, the optimistic “I’m eating healthier” phase, and all the small truths people instantly recognize. By leaning into those insights, we created work that felt familiar, human, and hard to ignore.