Local Yokels Advertising

Community pears well with dinner...

In full collaboration with Kamaria Daniel

Challenge

Grocery delivery is not new, especially in Seattle. Amazon Fresh, and other delivery services like Instacart, have become increasingly popular, particularly during the Covid era. How might Local Yokels stand apart from the huge grocery chains in a way that appeals to the Seattle market?

Solution

Highlighting Local Yokels’ mission to provide for both farmers and consumers and emphasize marginalized communities will help Local Yokels stand apart. The solution underscores Local Yokels’ justice values in a way that is light hearted and community oriented. The headline puns spotlight specific items and also underline their community values.

Research Summary

Local Yokels has a loyal base of customers whose community-centric values include maintaining a sustainable footprint. The audience is willing to pay more, knowing that they are supporting local businesses and receiving quality foods. The target audience lives in Seattle city limits and already order groceries online.

A pear illustration that says Community Pears Well with Dinner.

Time

4 Weeks

Roles

Art Direction
Illustration
Visual Design
Copywriting

Tools

Procreate
InDesign
Photoshop

Skills

Research
Hand lettering
Illustration
Layout

Mood Board

Local Yokels’ mission is of-the-people and aligns with protest/resistance art. Because the existing consumer-base understands that the product is farm-fresh, illustration differentiates the service from other companies that rely on food photography. The illustration style is based on folk art, which feels lovingly crafted by a real person, and very much based in community. The color palette is bold and sophisticated, while also earthy.

Print Ads

In order to reach our target market, we designed print ads that would appear in local publications. Local Yokels serves customers within Seattle city limits, so this campaign was designed to appear only in local outlets.

A half page advertisement with a loaf of bread that says Go Against the Grain

A half page ad with an illustration of a beet that says Beet the System

A full page advertisement that says Community Pears Well with Dinner

Web Ads

Web banners are based on the same concept as the print ads, and designed to be eye-catching for local foodies. They stand apart from the usual food photography with bold contrast and food illustration.

Merch

As part of this campaign, Local Yokels would also offer merch. Employees could wear sweatshirts or teeshirts while making deliveries, and customers could purchase other merchandise from the Local Yokels web store.