Creating the “Most Emotionally Engaging Holiday Ad” for Wegmans Food Markets

The Optic Sky Produced, ‘Back to Happy’ Campaign includes Back to School, Football Season, and Holiday Broadcast Television Commercials

Wegmans is back!

Our Optic Sky team is so excited to have produced the Wegmans “Back to Happy” campaign, which consists of three ads, the third of which was independently ranked as the “Top Emotionally Engaging Holiday Ad of 2021,” by the annual Unruly survey (besting #2 Frito-Lay and #3 Chick-fil-A) and "Best US Christmas Ad of 2022" by by System1 after a detailed analysis (besting #2 Hobby Lobby and #3 Duracell).

You read that right; our third spot for the "Back To Happy" campaign was so successful that Wegmans ran it two years in a row. Talk about production value!

“We are proud to continue our long-standing relationship with Wegmans Food Markets,” states Aaron Gordon, CEO, Optic Sky. “Wegmans puts caring for people at the center of all that it does and it is truly rewarding to help this family-owned business express its deep caring for people of all walks of life in a relatable, inclusive, and entertaining way.”

The three “Back to Happy” spots will air across all Wegmans store regions nationwide and will include:

Back to School 2021 Wegmans TV Commercial

This Wegmans commercial emphasizes the important role Wegmans plays in the everyday lives of thousands of families. At a time when sending children back to school brings new questions and challenges, this spot emphasizes our common humanity, love of family, and hope for the future–all centered around a child’s longing to play music with her schoolmates. 

UPDATE: The Wegmans Back to School television commercial has aired! See it here: 

Game Day 2021 Wegmans TV Commercial

Paying homage to the Buffalo Bills (the hometown team of many Wegmans shoppers), this television commercial production shows how Wegmans food and Meals2GO mobile delivery service helps families and friends “get back to happy” after a year of empty arena seats–by celebrating football once again, without worry.  

Of course, no football game is complete without great food. So, the commercial shows how Wegmans food can be enjoyed equally at home or tailgating at the stadium–and either bought in person at a Wegmans store or delivered via the Wegmans Meals2GO mobile app.

Update: The Wegmans Game Day commercial has aired! See it here:

Holiday 2021 Wegmans TV Commercial

The ad reinforces the core Wegmans values of family, community, good food, and caring for others. Through three days of fake snow, falling Christmas lights, and holiday food galore, this story is more of a short narrative than a commercial. Seeing selfless acts of caring and kindness through the eyes of a child, we remind viewers of the joy and purity of giving, and connect these core brand themes with the Wegmans name and logo in the minds of viewers.

This Wegmans commercial reinforces the core Wegmans values of family, community, good food, and caring for others. By showing a child selflessly and enthusiastically carrying out tasks, we remind viewers of the joy and purity of giving, and connect these core brand themes with the Wegmans name and logo in the minds of viewers. 

Update: The Wegmans Holiday commercial has aired! See it here:

About Wegmans

Wegmans Food Markets, Inc. is a 106-store supermarket chain with stores in New York, Pennsylvania, New Jersey, Virginia, Maryland, Massachusetts and North Carolina. The family company, recognized as an industry leader and innovator, celebrated its 100th anniversary in 2016. Wegmans has been named one of the ‘100 Best Companies to Work For’ by FORTUNE magazine for 23 consecutive years, ranking #4 in 2021. 

About Optic Sky

Founded in 2014, Optic Sky is an advertising and digital experience production company located in Western New York. Its multidisciplinary in-house team and network of directors produce national TV commercials, social video, animation, AR / VR, virtual production, and interactive experiences that engage audiences across every marketing channel. Its clients include Google, Zillow, Amazon, Wegmans, and other household brands, venture-backed startups, and global agencies. Its work has garnered accolades from the American Advertising Awards, Webby Awards, and One Show, and has accumulated hundreds of millions of views. Official SNAP creator partner. Learn more at www.opticskypro.com and follow us on social.