HALE & HEARTY | NEW YORK CITY
Bold, Fresh Flavors
for Each Season
Made in Brooklyn, served to New Yorkers at 20+ locations around New York City.
HALE & HEARTY
PROJECT DETAILS
Art Direction
Production
Food Styling
Asset Design
Campaign Ideation
System-Wide Launch
Paid Media
PROJECT SUMMARY
Hale & Hearty has been serving New Yorkers rich, delicious soups for over 20 years. In 2018 we began our work with Hale & Hearty with a dedicated campaign to launch their Perfect Pair offering. That began our ongoing relationship with Hale & Hearty, and we’ve been developing ways to showcase their seasonal offerings with well attention-grabbing marketing campaigns ever since.
THE CHALLENGE
Making old feel new again. If you live in New York, chances are you walk by a Hale & Hearty at some point during your day. Our goal with every campaign is increase awareness for the brand as a whole among people who have become numb to Hale & Hearty.
OUR APPROACH
Our combined strategy and design teams develop the hook, overall look, and copy for each seasonal campaign and work with the Hale & Hearty internal team to determine the best placements including in-store menu boards to A-frames, paid social media, and more. We believe every season can be soup season!
Fall 2018
”Perfect Pairings”
This was our kick of campaign, and we honed in on the Fall Pairings as seasonally iconic, comparing the soup and sandwich option to various culturally relevant fall items.
Once we landed on our theme, we developed copy and shot the entire campaign in our studio complete with a food stylist, models, and more. The result? The best fall campaign since forever.
Winter 2018-2019
Hale & Hearty came to us in Winter 2018 with their seasonal offerings: chili and grilled cheese. What’s more comforting than that? With the menu items we brainstormed creative taglines, mood boarded the overall look and feel of the campaign, and turned our studio into a winter wonderland complete with (fake) snow and (photoshopped) steaming bowls of warm chili.
Spring 2019
”A Burst of Seasonal Flavors”
There’s “definitely” soup season and then there’s “kind of” soup season. To remind New Yorkers about Hale & Hearty’s menu beyond soups, we focused on salads for Spring 2019 and made the campaign a stop-in-your-tracks moment of freshness. Our Art Director and Photographer concocted a special contraption to make the salad ingredients fly.
Fall 2019
“Hey Now, You’re A Fall Star.”
What’s more “fall” than apple picking upstate, football games, and Thanksgiving? Our Fall 2019 campaign championed time honored fall traditions alongside Hale & Hearty’s menu specials featuring the Upstate Apple Melt, Spicy Gameday Chicken Sandwich, Maple Harvest Crunch Salad, and more. We shot this with Smash Mouth blasting all day long.
Winter 2019
Mac & Cheese Seasonal Campaign
For the Winter 2019 LTO the Hale & Hearty team designed a mac & cheese menu that was craveable, decadent, and comforting for cold New York City months. For our cheesy campaign we created cheese art, an entire spread of mac & cheese ranging from Lobster Mac & Cheese to Buffalo Chicken Mac & Cheese, and made sure Hale & Hearty guests knew that each creative bowl was made with inventive and real ingredients.
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