Lunds & Byerlys
Food fashion, in four seasons.
A seasonal story that made groceries part of culture.
Start a conversationThe idea
Connect a grocery store to culture through a fashionable lens. Brand Lunds and Byerly's as a lifestyle.
What happened
You Are What You Eat was launched with an 80-foot runway show built over the cash registers in a supermarket. International press coverage ensued. “Food fashion” was soon copied by Target's Archer Farms stores.