Amazon Fresh to do next ATL campaign with Media.Monks

The previous ad for Amazon Fresh was made by Ogilvy, the retainer agency

by Team PITCH
April 14, 2023

Amazon Fresh to do next ATL campaign with Media.Monks

exchange4media has found out that Media.Monks, a digital-first marketing, advertising and technology services company will be handling the next campaign of Amazon Fresh.

Amazon Fresh is Amazon's grocery delivery business, offering fresh foods, locally-sourced products and Amazon.com items for same-day delivery. The previous ad for Amazon Fresh was made by Ogilvy, which is the retainer agency here. Ogilvy confirmed that that they will not be handling this particular project.

This is an ATL campaign, with the TVC expected to go live soon.

Confirming the development, Azazul Haque, the Chief Content Officer of Media.Monks told exchange4media, “The brief was to make Amazon Fresh the grocery shopping destination for the informed and intelligent shopper. And to create a sense of FOMO if you aren't shopping Grocery from Amazon Fresh. So, we thought of creating this character called Ghanchakkar who is caught up in the vicious circle of online grocery shopping till he discovers Amazon Fresh. The idea of Ghanchakkar excited everyone and then we found Manoj Bajpayee as the perfect celebrity to play that role as he symbolizes ‘The Family Man’ and he was brilliant indeed.”

“This campaign is special to me as it's my comeback to Amazon after four years and my attempt was to collaborate with my marketing partners and create a memorable character and a property for the brand that is not just entertaining and endearing but also makes a lot of sense as that is missing in the way this category advertises,” he added.

exchange4media also reached out to Amazon for a comment but didn’t receive one at the time of publishing the story.

Media.Monks is a digital-first marketing, advertising and technology services company that connects content, data and digital media, technology services and produces websites, games, films, social media content, digital advertising campaigns, data and measurement solutions, and more. It is owned by Martin Sorrell.