The best meals are experiments, not instructions. Anything that seems like it could work is fair game.

Manifesto:

At Trader Joe’s, the best meals are experiments. We bring the concept of “girl dinner” to the next level by turning snack plates and pantry items into something unexpected. Frankendinner is the idea that combinations like cauliflower gnocchi in stir-fry or curry on pasta aren’t accidents, they’re the point. Meals are meant to be reimagined, reconstructed, and sometimes a little weird. It’s all about following your instincts and turning “I wonder if…” into “I can’t believe how good this is.” Your pantry isn’t a set of rules; it’s a place to try and create new things. Trader Joe’s is a place where you can turn random ingredients into frankendinner.

Creative components: digital & print ads.

Frankendinner.

Trader Joe's

Trader Joe's

Social media mock-ups.

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