Pick n Pay wanted shoppers to reconsider them for fresh produce through telling the story of provenance and what it takes to put reliably fresh produce on the shelves daily.
We had to find a way to show this in an interesting and memorable manner and to find a creative device that would work across various categories, from greengrocer, to butchery to bakery.

Devised in the style of the popular British nursery rhyme and cumulative tale, ‘This is the house that Jack built’, the narrative works perfectly to explain the farm-to-fork concept in a fresh way.
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