The launch of a fresh way to eat healthy, without the hassel.
Life Time’s in-club cafes are dedicated to providing members with healthy meals before and after their workouts. They saw an opportunity to serve the busiest segment of the member base — the people who come in for a good workout, but might not have time to make a healthy meal to fuel it. A line of wholesome, grab-and-go meals was born.
Focus on the Food
Members were skeptical that a “gym” could also be good at making food, especially to-go food. So the campaign’s photo art direction intentionally prioritized overhead views of the meals — in their packaging — but still in all their healthy, colorful glory. Shooting in packaging also helped make the campaign message a “quicker visual get”. Less copy explanation was need to inform members that meals were available now to-go.
Emphasis on Simplicity & Freshness
Historically, LifeCafe had used lots of dark green and brown to add a richness and hand-crafted feel to it’s marketing. In this case, we intentionally shifted to white backgrounds and crisp lighting to convey maximum freshness and simplicity. The product, and therefore campaign, were intended to be breathe of fresh air.
