Fred Meyer Truck

In 2014, Kroger began to transition its fleet of trucks to alternative fuels and started with Liquified Natural Gas trucks used by their Pacific Northwest division, Fred Meyer. I was tasked with coming up with a few words of copy to explain that the trucks were environmentally friendly because Kroger cares about their community. The problem was, there wasn’t much room to do it in. Thus, “WE CARE / CLEAN AIR” was born and adorns trucks to this day.