The Fresh Market: Ten Years of Food Video Production for America’s #1 Specialty Grocer
How does a national specialty grocer maintain its production standard across commercials, social media, radio, and grand openings — in multiple markets?
The Fresh Market was built around a belief that the right food, presented the right way, can inspire people to try something new, cook with more confidence, and turn an ordinary evening into something worth sitting down for. A weekly special isn’t just a promotion — it’s telling a shopper that an extraordinary dinner tonight is actually within reach. Getting that feeling on screen, week after week, across every format and every platform, is what K2 Productions has been producing for The Fresh Market for more than ten years.
The Challenge
A national specialty grocer expanding into new markets while sustaining a full content operation is managing a production challenge with several moving parts running simultaneously:
- Seasonal campaigns and weekly specials that reset throughout the year
- Broadcast commercials produced to network standards in 30-second and 15-second formats
- Monthly social and digital content across multiple platforms
- Radio spots and voiceover for ongoing campaigns
- Grand opening coverage as the brand enters new communities across the country
Every piece has to feel like The Fresh Market — and every new community the brand enters needs to understand what The Fresh Market is before they’ve ever walked through the door.
The Solution
Over ten years, K2 has produced across various formats, as required by The Fresh Market’s marketing plan.
- Television commercials with full production — set design, talent, props, wardrobe styling, Director, Director of Photography, and full crew
- Monthly dedicated production days for social and digital assets across platforms.
- Full audio production for radio campaigns — scripting, talent direction, recording, and final delivery
- Editing-only projects that take existing assets and finish them to broadcast standard.
- Photography, videography, and AV across 15+ Fresh Market grand openings nationwide — Florida, Chicago, Kentucky, Pittsburgh, and beyond
After ten years of working together, The Fresh Market’s marketing team and K2’s production team work like a creative team. K2 knows what footage exists across a decade of productions — which means new content doesn’t always require a new production day. Sometimes the right asset is already there.
“I love coming to the studio and spending a couple of days with the team and just being a part of it. Such fun and creative energy. The content we create is meant to engage and inspire — and K2 really helps with that.” “I can always trust that K2 will get the content to me in a timely manner — even when there are deadlines that are back-to-back.”
— Annie, Digital Content Marketing Manager, The Fresh Market
“We’ve worked with K2 on projects large and small, from commercial production to internal reels and event footage. Whether working with people, capturing events or prepping and styling food, they deliver outstanding, compelling videos. Their talented team makes every project turnkey for us and they do a fantastic job turning our vision for each edit into something even better than we imagined.”
— Kathleen Smith, Director of Digital Marketing, The Fresh Market
Food and Retail Video Production
What does it take to produce food content that keeps working across every format, every season, every platform — and every new market a growing brand enters?
The Fresh Market’s content works because it comes from a production team that understands food, understands retail, and understands the brand.
Start a conversation with K2 Productions.
Explore K2’s Food & Beverage production and Greensboro production work.