Solution: Recognizing that Harris Teeter enjoys a strong consumer brand that emphasizes freshness and diversity of in-store produce, NAS built upon the consumer brand to create a workforce diversity ad. We developed an eye-catching concept that uses a specific line of produce-a variety of fresh hot peppers-to symbolize the advantages of Harris Teeter having a great variety of employees. The peppers photo, by the way, was composed and shot by NAS expressly for this piece.

Results: To date, the ad has run in a major North Carolina diversity publication and in a national pub distributed at several conferences for the African-American community. Placement is scheduled for various employment-oriented diversity pubs. Our HR contact reports the ad has been well-received, both internally and externally. The visual concept is frequently complimented for being industry-appropriate and a "fresh" alternative to photos of diverse people. We're also told the ad has helped Harris Teeter be recognized by diversity associations as an industry leader and a committed employer.