Case study

Farmacity approached Bigsur with a clear challenge. The project had two key stages. First, we needed to create a campaign that communicated the brand’s core attributes while increasing its visibility. We also needed to strengthen its positioning in a competitive market. Second, Farmacity wanted to refresh its image and connect with a younger audience, particularly millennials. The goal was to attract this group to their stores and online channels. To achieve this, we developed two distinct advertising campaigns. One focused on art direction, while the other concentrated on editorial copywriting. Both campaigns needed to work cohesively under the same brand concept but with different approaches to engage the target audience.

Then, we began by crafting a brand strategy to ensure consistency across both campaigns. The strategy was essential to making each approach unique yet cohesive. Our goal was to position Farmacity as the go-to destination for wellness and health, always available no matter the time or need.

Results

The outcome was the creation of two fully integrated advertising campaigns. Both campaigns revolved around the core concepts of availability and convenience. The art direction campaign drew inspiration from popular culture, using characters from Hotel Transylvania. This approach helped Farmacity appeal to younger audiences, aligning with their humor and style preferences.

In contrast, the copywriting campaign used a conversational tone. The humor was targeted toward millennials. The slogan “Everything, at all times” became the anchor for both advertising campaigns. It highlighted Farmacity’s commitment to being there for customers, 24/7. The combination of engaging visuals and a relatable, lighthearted narrative allowed Farmacity to connect with a new generation while maintaining its brand essence.

Experience

Finally, working on these advertising campaigns with Farmacity was a rewarding experience. We had to think creatively in two ways—through art and writing. The goal was to blend them and create a cohesive but unique brand narrative. One of the project’s highlights was the collaboration with Sony Pictures through co-branding initiatives. We incorporated Hotel Transylvania into the art campaign, which gave the campaign an additional layer of appeal, especially to younger audiences. The copywriting campaign, inspired by iconic moments like Thriller, added humor and pop culture references that resonated with the target market.

Ultimately, these two campaigns helped Farmacity strengthen its brand, engage its audience in new ways, and highlight its commitment to being the top choice for health and wellness.