3D. Makin’ Salad

D. Makin’ Salad: Salad dressing shoppers were stuck in the center aisle, buying preservative-laden, shelf-stable dressing brands that could outlive an apocalypse. Litehouse—a little-known, fresh, refrigerated brand—was located in the refrigerated section, near the produce. We had to change fixed shopper behavior, migrating them from the center aisle over to Litehouse. People shop for salad dressing like it’s a condiment, an afterthought, not like real food or produce. We pushed off the mysterious, non-food substances found inside center-aisle plastic bottles, positioning Litehouse as a real food alternative. We celebrated our perishability and location near other real food like kale and avocado, using refrigeration as a badge.

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