Arte is the latest brand leaning into local with its “Close to Home” campaign that marks a new media mix for the Canadian almost-ready-to-eat salad kit brand, combining digital with its first investment in OOH.
Michael Petruzzelli, newly appointed creative director at Arte’s AOR Cartel Collective, calls it “social storytelling meets street-level impact,” with the aim of spotlighting the brand’s Canadian roots, support of local farms and commitment to sustainable, lower-impact eating.
“We’re spotlighting the fact that Arte salad kits are made right here in Canada using local and seasonal ingredients, at a time when it’s more important than ever,” Petruzzelli tells Media in Canada.
The campaign is being supported through what Petruzzelli says are Arte’s “strongest” channels – Instagram, TikTok, YouTube, LinkedIn and Vimeo – with a video that tells the story of Arte’s approach to local and transparent ingredient sourcing through the voice of a young girl.
“It’s playful, heartfelt and intentionally hopeful, designed to connect with families, speak to the next generation and remind us all of the importance of knowing where our food comes from,” Petruzzelli says.
Arte is also activating a large-scale OOH campaign across Toronto during the week of October 17 which will include city-wide posters, strategically placed near high-traffic retail partners like Farm Boy, Loblaws and Fiesta Farms “to meet consumers where they already shop,” Petruzzelli says.
“We’ve noticed a meaningful return to traditional media especially in urban centres where people are out, commuting and reconnecting with their cities,” Petruzzelli says. “We’re capitalizing on that by placing posters and visuals near Arte’s most popular retail locations, creating a direct line between the message and the moment of purchase.”
It’s the brand’s first extension beyond digital and social, where past work has lived.
“This allows Arte to create a more tangible, everyday connection with consumers, and bring their message quite literally closer to home,” Petruzzelli says.
Success will be measured through growth in followers, video engagement, campaign shares and website visits as well as real-world product trials.
Petruzzelli says the campaign’s creative and digital strategy is tightly planned, but still leaves room for optimization based on what resonates most with audiences.
“That could mean amplifying certain content formats, adjusting placements or doubling down on retail proximity messaging,” he adds.
The brand, founded in 2023 by produce industry veterans Ezio Bondi and Matt Duperrouze, both of Bondi Produce and the New Toronto Food Co., is also sold in Longo’s, Zehrs and Valu-Mart locations across Ontario, as well as Supermarché PA in Quebec.
