Grown In Idaho

Client: Grown in Idaho (Alexia’s sister brand)
Role: Art Director, Photographer
Deliverables: Lifestyle photography, family-focused social content

The Brief

Grown in Idaho needed social content emphasizing approachable, family-friendly
positioning as quality frozen potatoes for everyday cooking. The brand required
differentiation from premium sibling Alexia through more casual, accessible
photography.

Creative Approach

My photography direction emphasized real-life cooking moments and family occasions:

Vacation shopping list content: Fresh local produce paired with Grown in Idaho
frozen favorites in outdoor market settings

Family meal solutions: Casual plating showing everyday preparations

Seasonal content: Straightforward recipes celebrating convenience and quality

Lifestyle moments: Real family tables, outdoor dining, casual entertaining

Visual Strategy:

The styling intentionally felt more approachable than Alexia’s elevated aesthetic;
bright, cheerful photography celebrating “effortlessly delicious” through authentic
family moments rather than culinary experimentation.

Results

Successfully differentiated Grown in Idaho through lifestyle-focused photography
emphasizing family, convenience, and everyday accessibility, demonstrating ability
to photograph same product category with distinct strategic positioning for
different consumer segments.