ABOUT BOSTON MARKET
In an age of proliferating takeout and fast food dining, Boston Market offers a unique opportunity for people who yearn for home-cooked food. They have more than 450 restaurants and 10,000 employees are still proud to continue striving to fulfill a vision of a “home-away-from-home,” offering honest, easy and delicious meals to busy people who really care about eating well.
Boston Market was one of the accounts that I worked on while at Zimmerman Advertising. On this particular initiative, the Creative Brief was asking for a “farm like, down home, mid-western feel” without showing actual chicken or livestock. I liked the rustic look of the wood, and carried it through the campaign. I added a chain to hang some signs, as I wanted to bring some additional textures in the pieces. Of course, the deliciousness of the food is primary. In some pieces, I made the chef more personable… as in Boston Market, he/she is within view of the customer, and within talking distance, making it more of a “down-home” feel. Boston Market loved this campaign so much, they wanted to make this their total corporate look, and all future campaigns to carry that look. As an agency, they had to advice against that. But, I was happy with how much the client loved it! All food shots were from photoshoots, while the other shots were mostly put together from stock, or bits and pieces from other shoots.