Wegmans
Chores don’t have to feel like work. By turning mundane moments into a six-book romance series, Wegmans invites shoppers to romanticize their routines. These ads are placed in out-of-home transit locations—places people frequent while running errands—because they’re part of life’s everyday rhythm. By meeting consumers in these overlooked moments, Wegmans positions itself as a way to make the ordinary feel meaningful. With playful carts and tender receipt notes, grocery shopping becomes something to look forward to, not just get through.
Love your List™
Romance “Novels”
Each print ad is designed to look like a romance novel cover from the same cohesive series, with titles that subtly reference different stages of falling in love—attraction, infatuation, emotional connection, bonding, reality checks, and commitment—positioning everyday grocery runs as part of a larger love story built through shared, ordinary moments.
Shopping Cart Handles
Turning cart handles into book spines using the titles from print ads transforms a routine grocery trip into the opening chapter of a love story, signaling from the first touchpoint that this errand is meant to feel immersive, playful, and personal…not transactional.
Receipt Love Letters
A surprise love note from Wegman’s printed at the bottom of receipts reframes checkout as the closing scene of the experience, leaving shoppers with a small emotional payoff that turns an ordinary purchase into a moment worth smiling about.
