From the weekly big shop to a quick top-up, grocery shopping is part of everyone’s routine. But working out what to buy, when to buy it, where to buy it and how to stay on budget – not to mention the dreaded “Unexpected item in bagging area” – can make it feel like more of a chore than it should.

Our brief was to help Amazon Fresh earn a place in people’s lives by showing how its online grocery service makes the experience easier, more efficient and more affordable – without sacrificing quality.

Our solution was Ease the Day – a brand positioning and international creative platform focused on giving people back time and headspace in their busy lives. Rooted in the idea of grocery shopping on your terms, it shows how Amazon Fresh fits seamlessly into your day rather than dictating it.

We brought this to life visually and verbally in a playbook, designed to introduce and give guidance on implementing the positioning and platform. A key part of this was showing how it flexes across the seven target markets – each with their own cultures, shopping habits and visual cues – and hundreds of touchpoints.

From a TOV POV, I created writing mechanics and guidance to help teams communicate key customer benefits clearly and consistently in the brand voice. I then put this into practice across example assets and campaign messaging, working closely with transcreation partners in each market to ensure everything felt locally relevant while still sounding unmistakably Amazon. 

The result: a playbook that inspires as much as it informs, giving each country a clear, flexible system that sets them up for success in showing how Amazon Fresh eases the day.

My role: Joint Lead Creative | Copywriter

What we created: Brand proposition | Creative strategy | Concepts  | Creative platform | Creative direction  | Art direction & design | TOV & copy | Messaging frameworks | Full asset creation | International brand playbook

Lead Creative duties shared with the amazing Alice Goodall – Art Director & Designer