SPAR Freshline is a premium brand of packaged fresh produce and bakery. The brand needed to project a quality perception and drive the reassurance that the premium quality brings. One of the key insights was that many of the lines were purchased over the weekend, due to their convenience and trendy appeal. My concept was a play off TGIF (Thank goodness it's Friday) with a skew towards Freshline. This offered the brand a platform to then unpack all the substantiating brand qualities that make it premium. this also gave the brand a positioning and a great leverage off social media.