Our everyday lives have increasingly transformed into a ready to go and packaged product. Why is it that when we walk into a warehouse supermarket we see aisles full of boxed dinners and ready to cook food. Who's buying all this and the better question is why? 

I know for a fact that it's easier to pick out constructed meals than plan and gather ingredients for them. We get decision fatigue just thinking about what to cook which discourages cooking altogether. This is why so many people will avoid the hassle and just grab a boxed meal. 

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The pitch for this campaign takes the problem and solves it with the trending mystery/subscription box idea. But only without the subscription itself. 

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Here's how it will translate in stores:

You walk in the store and find a new section that looks like

an activation or a booth. There are two base categories and

three different boxes to pick from:

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Base

Meat            

Vegetarian 

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Boxes:

Salads

Main course

Desserts 

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The price for each would also range from:

Under $30 - includes 3 meal recipes + ingredients used 

Under $50 - includes 5 meal recipes + ingredients used 

Under $100 - includes 8 meal recipes +  ingredients used 

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Tag line ideas:

Boxed, Fresh 

Unbox, Fresh

Don't think, Just Cook 

Convenience, Unboxed

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Why this would work? You don't have to brainstorm or look for recipes or meal prep ideas. You could just walk in, pick up a box and go cook. No confusion, no hassle. Cooking made super simple and also promotes Whole Foods brand position for healthy eating. 

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For the online, the boxes would be promoted through various digital assets. It could be marketed deliverable as well through Doordash, amazon etc.

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The campaign could be extended if it performs well through food influencers unboxing their kits and loyalty points for premium recipes.

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*The following pictures were generated using AI for interpretative purposes