Freshness with all senses

Kaufland is the place to go for fresh produce. Although freshness is a highly desired "quality", it is objectively very difficult to measure and prove, which is why communication across the market looks very similar and interchangeable. That's why we decided to stand out from the crowd and to appropriate the sensory perception of freshness. To achieve this, we used the ASMR sound phenomenon. We let the fresh products put on their own audiovisual show, complete with a captivating voiceover.