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
- Pusateri's Fine Foods
- Creative Direction, Design, Producing
- 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