Creating a Character – The Evolution of Fareway Frank

At Applied Art & Technology, we believe creativity has the power to transform the way people connect with brands. Fareway Frank is a testament to that belief — a character who evolved from a simple idea into a cultural touchstone for Fareway customers.

More than just a mascot, Frank embodies Fareway’s values of quality, community, and fun, making every interaction with the brand feel personal and engaging. Through strategic storytelling and high-impact video campaigns, we turned Fareway Frank into a beloved figure who resonates with audiences across generations.

Client
  • Fareway
Service
  • Video

Challenge

Fareway wanted to:

  • Stand out in a competitive grocery market.
  • Develop a unique and relatable character that could communicate Fareway’s values in an entertaining way.
  • Use storytelling to engage existing customers while attracting new audiences.
  • Reinforce the idea that Fareway is more than just a grocery store—it’s a place where customers feel like family.

Solution

Applied Art & Technology collaborated with Fareway to develop Fareway Frank, a charismatic mascot that lives and breathes Fareway. We blended visual storytelling with technology to bring Fareway Frank to life, ensuring that each campaign not only entertained but also reinforced the core message of quality, tradition, and community. Through humor, nostalgia, and strategic partnerships, we made Frank a familiar face that customers looked forward to seeing. Each video drew inspiration from cultural touchstones, blending nostalgia with Fareway’s unique brand identity.

Results

  • Brand Awareness: Fareway Frank became a recognizable symbol of the Fareway experience, increasing brand recognition across demographics.
  • Community Connection: Frank’s adventures resonated deeply with Fareway’s core audience, reinforcing its role as a family-centric brand.
  • Customer Engagement: Fareway’s marketing team received direct customer feedback celebrating Frank’s impact and memorable campaigns.

Key Learnings

  • Character-Driven Storytelling Builds Loyalty: A well-developed, authentic character fosters deeper emotional connections with audiences.
  • Humor & Nostalgia Drive Engagement: Blending cultural references with humor makes campaigns more accessible and shareable.
  • Strategic Collaborations Expand Reach: Aligning with other brands, like Mr. Peanut, amplified Fareway’s visibility and credibility.

Key Campaigns

Frank of Dreams

Inspired by Field of Dreams, this campaign tapped into Iowa’s deep connection to baseball and farming culture. Frank emerged from the cornfield to join a backyard baseball game, ultimately enjoying a classic Fareway cookout.

  • Objective: Reinforce Fareway’s role in creating memorable family moments.
  • Key Line: ​“If you grill it, he will come.”
  • Result: Increased engagement with local audiences who connected with the cultural reference.

Fareway Frank & Mr. Peanut

A collab­o­ration that paired Frank with another beloved character, Mr. Peanut, for a road trip adventure — showcasing Fareway’s playful spirit and commitment to family-friendly fun.

  • Objective: Strengthen Fareway’s brand by aligning it with an established household name.
  • Key Line: ​“Friendship can be a tough nut to crack, but at Fareway, you’re family.”
  • Result: Increased brand visibility and cross-promotional opportunities.

Fareway Frank’s Forrest Gump Adventure

Frank parodied iconic Forrest Gump scenes — running with a ham on a football field, dancing on stage, and reflecting on life with, ​“Life is like a T‑bone steak.” This campaign blended humor and nostalgia to emphasize Fareway’s reputation for quality meats.

  • Objective: Highlight Fareway’s expertise in fresh, high-quality meats.
  • Key Line: ​“When you shop at Fareway, you know exactly what you’re gonna get.”
  • Result: Boosted social media engagement and positive customer sentiment.

Looking Ahead

Fareway Frank’s journey proves that creative storytelling can shape brand identity in a lasting way. Moving forward, we aim to integrate Frank even more deeply into Fareway’s broader marketing efforts, ensuring a consistent and evolving narrative that strengthens customer relationships. By continuing to innovate, we will solidify Fareway Frank’s role as a cornerstone of the Fareway experience — turning everyday grocery shopping into a story worth sharing.