Di Lusso Deli Co.

THE TASTE OF HERE

This campaign was created to highlight what distinguishes Di Lusso Deli Company from other premium competitors: their Midwestern roots.

All products come from Midwest farms, which is the perfect way to appeal to deli fans who shop at Hy-Vee stores (a regional grocery chain where Di Lusso products are exclusively sold). They take great pride in purchasing meats and cheeses made closer to home.

By highlighting the brand’s local goodness, we could speak to its premium-ness without having to say things like “whole muscle meats” and “minimally processed” — claims that translate to “superior quality” but sound kinda gross to consumers.