Clean-food brand and artist-identity platform take over 60 locations across Manhattan with a shared message: know what's behind the things you consume.

NEW YORK CITY, NY / ACCESS Newswire / May 15, 2026 / Roots Farm Fresh, the organic seed-oil-free frozen fry brand, and Aty, the platform reconnecting artwork to the artist behind it, today announced a joint campaign running during NYC Art Week (May 13-17, 2026). The campaign uses the visual conventions of the art world, gallery-style titles, materials lists, and attribution, to draw attention to ingredient sourcing and transparency in food.

The campaign runs across approximately 30 digital billboards at street level and subway stations, and approximately 30 wheat paste poster locations spanning SoHo, Tribeca, the Lower East Side, and Chelsea, neighborhoods at the center of NYC Art Week activity, including NADA and Frieze.

Each Roots product is presented in campaign materials formatted like a gallery label, listing the product name, year, and ingredients as if cataloguing a work of art. The same listings appear on Aty's platform at aty.is/roots-farm-fresh. Examples include: Crispy Straight Fries, 2024, Organic Potatoes, Organic Avocado Oil; and Waffle Fry on Sunday (Sweet), 2026, Organic Sweet Potatoes, Organic Avocado Oil.

About the Collaboration

The partnership is rooted in a shared philosophy: what's behind something is what makes it great. Aty was founded around a simple problem: artwork spreads across the internet while the artist's name gets lost. Roots was founded around a different transparency problem, most frozen food brands stopped using real, recognizable ingredients and stopped telling consumers what's actually in their products.

Both brands believe materials matter, process matters, and names matter. NYC Art Week, where collectors and taste-makers already ask who made something and what it's made of, provided a natural setting to put that idea in front of a relevant audience.

"We make fries with two ingredients. We think people deserve to know that - and we think the art world's habit of crediting materials and makers is a model worth borrowing."

- Roots Farm Fresh

"Art spreads. Artists don't. We built Aty to reconnect artwork to the people who made it. What Roots is doing with food and ingredients feels deeply aligned with the belief that people should know what's behind what they consume."

- Aty

Campaign Details

Dates: May 13-17, 2026
Location: New York City - SoHo, Tribeca, Lower East Side, Chelsea
Placements: ~60 digital billboards (street and subway) & poster locations
Context: NYC Art Week, Including: Frieze New York, TEFAF New York, NADA New York, Independent New York, Future Fair
Online: aty.is/roots-farm-fresh

About Roots Farm Fresh

Roots Farm Fresh makes organic, seed-oil-free frozen fries and potato products using upcycled potatoes and organic avocado oil. Products are non-GMO, allergen-free, gluten-free, and vegan. Available online and at select grocery retailers. For every pound purchased, Roots donates a pound of fresh sweet potatoes to food-insecure communities. rootsfarmfresh.com

About Aty

Aty is building the default path from discovering art online to discovering the artist behind it. Aty answers "who's the artist?" wherever it's asked. As artwork spreads across Pinterest, TikTok, moodboards and screenshots, the artist's name often gets disconnected from the work itself. Artists can claim their work and help strengthen how it's recognized online at aty.is

Media Contact

Roots Farm Fresh
hello@rootsfarmfresh.com
rootsfarmfresh.com

Aty
hi@aty.is
aty.is

SOURCE: Roots Farm Fresh