The idea driving this work was simple but powerful. Fresh Thyme isn’t just a grocery store. It’s a hometown institution, deeply rooted in the Midwest, and inseparable from the communities it serves.
Fresh Thyme’s strength lies not in national scale, but in authenticity as it supports local growers, celebrates regional harvests, and makes healthy living accessible to everyone. We wanted to show the people behind the produce, the shoppers who live it, and the Midwest spirit that binds them.
Our goal was to prove that Fresh Thyme doesn’t just exist here. It belongs here as a vital part of the community and a valuable partner in healthier, local living.
To achieve this, we wanted to meet a few key objectives: first, to elevate Fresh Thyme’s position as the true “local” choice in a crowded marketplace; second, to create content that felt lived-in, authentic, and reflective of the people, farmers, and communities that make the Midwest special; and third, to build engagement across digital, social, and experiential touchpoints that connected shoppers directly to the brand’s story.
Bringing Fresh Thyme’s connection to the midwest to life started with the fact that this region is filled with incredibly fresh food, uniquely fertile soil, generations of farmers, lots of pride, and of course, the nicest people around. We didn’t want “local” to be a buzzword. We wanted it to feel lived-in, earned, authentic. Fresh Thyme’s support of local growers gave us the perfect story and we chased it. From sunrise at a farm to an overnight shoot in one of the grocery store locations 60 miles away.
On the production side, we went all in. We conducted interviews at a Northern Michigan blueberry farm that captured the wonders of the soil, magic of the lake effect and 10+ years of the grower relationship with Fresh Thyme. We drove the Midwest backroads for authentic B-roll of barns, fields and farmers in action. Nimble shoots along the windy shores of Lake Michigan added cinematic texture. A caffeinated overnight shoot in a Fresh Thyme location provided the necessary footage to ensure everything tied back to the brand. And it all came together in an anthemic launch video, weaving content creators, influencer content, farm footage and into a story that felt alive.
We developed a full campaign that blended storytelling, experience, and social-first strategy.
Midwest creators from Indianapolis to Madison to St. Louis showed how Fresh Thyme fuels healthier lifestyles. Central to this was influencer Yumna Jawad, aka @feelgoodfoodie, a beloved health-focused cook, whose approachable, midwestern-specific recipes took flight a few years ago. Together, we staged an in-store activation where shoppers tasted her no-bake energy bites and met her at a recipe book signing. We welcomed new guests and treated loyal ones to an event that felt personal, local, and shareable. Yumna was such an authentic and true fan of the brand, she went on to continue posting behind-the-scenes love for Fresh Thyme even after our official partnership ended.
The results?
Over 30 assets—videos from 60 to 6 seconds
Dozens of statics and gifs
3 influencer reels, and 6 unique, engaging content creator pieces that were deployed across every social and digital touchpoint
Each piece reinforced Fresh Thyme isn’t just a store; it’s part of the community it serves.
The challenges were real: coordinating multi-state content, unpredictable weather, and capturing genuine moments without losing quality. Exhaustion was also on tap as we had back-to-back days of shooting that spanned from sunrise on the farm to wrapping an overnight shoot at 7am. But overcoming the challenges made the campaign feel human, not staged.
What makes this work unique is its authenticity. We didn’t just sell food; we celebrated the people who grow it, the shoppers who live it, and the Midwest spirit that ties them together. Every shot, every interaction, every bite tells the story of a brand that doesn’t just exist in a community. It belongs there.
The Rooted In campaign successfully reinforced Fresh Thyme’s identity as a Midwest-founded brand committed to community, wellness, and fresh, local produce. We expanded Fresh Thyme’s reach through content that reflected real customer experiences, highlighted local farm partnerships, and positioned Fresh Thyme as both relatable and premium.
And the numbers show it. Through our influencer work, we generated…
And the best part? The brand as a whole had a lift in sales.
In a culture where shopping local is of increased importance to modern consumers, Fresh Thyme was able to show up and remind the midwest that they're a truly local brand with a lot of heart for what they do.
