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.