Promoting the flu shot during the height of COVID-19 pandemic was daunting, to say the least. Wegmans traditionally favors photography-focused campaigns, highlighting their close relationship with their customers. But showing people, masked or not, was not a risk they were willing to take at this time. Along with a talented team of copywriters, art directors, and creative directors, we presented them with the Safe + Easy campaign.
This direct approach highlights the two main focuses of the campaign—that visiting Wegmans to receive a flu shot is a safe and easy process. Through a light and positive tone, we can visually split the concept into two. Utlilizing the ironing green Wegmans bandaid, the safety becomes a focus and responsibility of the Wegmans staff, while the simplicity is projected onto the customer.