Wegmans – Astor Place

New York, New York As any New Yorker will tell you, things in the Big Apple move quickly… and time…

Astor Place

Wegmans

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WegmansFor The Win

New York, New York

As any New Yorker will tell you, things in the Big Apple move quickly… and time is always of the essence.

That’s one reason why our longtime client partner, Wegmans Food Markets, is focusing on gourmet, ready-to-eat and ready-to-heat meal options at its new Astor Place location—the first Wegmans market in Manhattan and now officially the largest supermarket in Manhattan at a whopping 87,500 square feet.

Located in the historic Wannamaker building, consumer demand was through the roof on opening day, with lines around the block and Wegmans devotees camping out since the early morning.

We like to think the series of ads we produced for Wegmans Astor Place had something to do with generating that demand.

Services Provided

Writing
Storyboarding
Directing
Casting
Art Direction
Producing
Editing
Motion Graphics
Color Grading
Sound Design
Sound Mixing

Credits

Creative Collaborator: Wegmans Advertising
Director: Joris Noordenbos
Line Producer: Doug Smith
Production Manager: Mark Forlenza
Director of Photography: Justin Bodenkamp
Head of Production: Matt O'Neill
Post Production Supervisor: Sarah Casale
Editor: Corey Scibilia
Colorist: Jeff Sousa - Dungeon Beach, LLC
VFX: Dave Hackenburg - Boundary VFX
Sound Design: Ryan Meadows
Motion Graphics: Ben Zingo

Featuring wide-angle, slow motion shots, mouth-watering food close ups, sound effects that pull the viewer in, and a range of chefs, our first spot foregoes voice over, opting instead for an invigorating classical music track that both engages the viewer and practically announces the level of quality one can expect at Wegmans Astor Place.

To meet our goal of driving demand for ready-to-eat and ready-to-heat meals, the viewer is led from shots of careful food preparation to images of local New Yorkers enjoying meals both at home and on the go. Along the way, we were careful to ensure a predetermined ratio of food shots to people and logo shots.

In the end, just a single line of copy was needed: “Delicious in a New York minute.”

We think that sums it up perfectly.

Did you know?

Wegmans Astor Place is the only store in the entire United States where you can buy fresh seafood from Japan’s world-famous Toyosu Fish Market. In fact, fresh fish is flown in from the market several times per week! Astor Place sports an enormous fish selection and a grand sushi station with a staff of chefs preparing orders by hand.

Our team also made four, 15-second cut downs for use on social media and across all of Wegmans marketing channels. The first is a deftly edited intercut of the full 30-second spot, while the other three focus on fish, prepared salads, and sushi, respectively.

The Big Picture

This shoot was all about using a strategic, creative approach to announce Wegmans Astor Place in a way that would spur emotion in viewers, differentiate the store, generate demand, and demonstrate Wegman’s passion for providing the very best in quality, taste, and convenience.

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