This campaign concept was created in order to bring the idea of "farm fresh quality" that Fresh Direct offers to the busy streets of Manhattan. A print ad for a classic recipe would have a peel-able basil leaf, embedded with basil seeds. Potted fresh fruit trees would be set up on busy streets and mobile farmers markets parked on street corners. Taxi toppers would be utilized as miniature green houses . New Yorkers would have first hand experience with farm fresh produce.