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  • Sam
  • Sam Creative Director / Creative Technologist / Retoucher
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Positioning & Affinity for Pusateri’s

For over fifty years, Pusateri’s has carved out a niche for itself as Toronto’s premier artisanal supermarket. Everything changed in 2016 when partnering with Saks 5th Avenue created the need to reposition themselves as a luxury food destination. While Pusateri’s once stood alone as the city’s harbinger of upscale grocery chains, the space is becoming increasingly saturated with the expansion of high-end competitors such as McEwan, and the imminent arrivals of Eataly and Mercatino. Pusateri’s continued growth and success depends on reinforcing their brand affinity amidst the upcoming supermarket wars. My creative tactics were grounded in the insight that all aspirational brands have a signature look - often imitated, but never duplicated. With larger-than-life food photography and the launch of their video platforms, we refined Pusateri’s brand voice and dug our heels into Toronto’s famed foodie culture. Year-round campaigns coaxed consumers to indulge and apply the gourmet philosophy to every meal, rather than just during peak holiday seasons.

Project Roles
Creative Director, Designer, Producer
Company
Pusateri's Fine Foods
Skills
Creative Direction, Design, Producing
Media
Photography, Retail Designs, Social Media Content, Brand Films, Advertising, Branded Content, Illustrations, Magazines, Mood Boards, Pitch Decks, Posters, Social Media Copy, Taglines, GIFs
Project Industries
Retail, Restaurant