Fresh In Your Fridge Intro Package

CLIENT:
Fresh In Your Fridge (FIYF) is a premium in-home meal preparation service. They purchase fresh, organic groceries, and cook in their clients’ own kitchens, leaving nothing but healthy, delicious home-cooked meals in their fridge.
AUDIENCE:
FIYF’s audience consists of
1. Busy individuals (often doctors, lawyers, etc.)
2. Busy families (often 2+ children with full lives and non-stop schedules)
3. People with speciality diets (severe dietary restrictions, sensitivities, allergies, or doctor-prescribed diets)
The FIYF Intro Package is sent to prospective clients after their first introductory call, and before they have an in-house consultation. As the audience is absorbing a lot of information and making a decision on whether FIYF is right for them, the purpose of the Intro Package is to differentiate from meal kits and grocery delivery services – while engaging, informing, and creating a positive brand relationship with the potential client.
OBJECTIVES:
1. We wanted people to understand the unique FIYF process and approach and have a clear idea of the steps and expectations involved in the service.
2. We wanted to demonstrate the brand’s understanding of their audience, address the audience’s concerns and barriers, and position FIYF as the stress-free solution to their challenges.
STRATEGY:
We designed an Intro Package booklet based on our customer journey research and our understanding of our audience’s key needs and concerns at this specific point of engagement. The content educates clients on what FIYF does, their difference, their purpose, how it works, and frequently asked questions, all the while getting them excited about taking the next step and making a positive lifestyle change. Additionally, the booklet is a demonstration of FIYF’s rich and unique visual identity.