Beloved New York institution. Real chefs. Real stores. Real customers keep shopping despite the photo crew in aisle five. They are New Yorkers after all.

fairway market

Fairway Market hero closing image
the brief
Reconnecting with its roots as a New York institution to capture the real flavor of New York. New imagery across integrated channels and a branded magazine.
Fairway Market New York storefront
Fresh produce display campaign
Fairway Market interior wide shot
New York grocery institution detail
the approach
Fairway campaign production still
Market staff portrait documentary
Fairway Market hero campaign image
Studio & location shot in supermarkets during business hours. Close integration with Fairway's in-house chefs and food stylists.
Fairway Market New York location
Campaign behind the scenes
Market interior campaign frame
Large cast sampling everything in the stores. Customers kept shopping. We kept shooting.
Fairway produce display close-up
the deliverables
New York institution campaign still
the result
On time. Under budget. The crew ate like royalty.
Fairway Market final campaign frame

No clean up needed in aisle 5.

Print & OOH  |  New York  |  Fairway Market  |  Mark Katzman
all work