Lowering Food Prices

Lowering Food Prices

Fresh Co

FRESH CO

PRICES DO THE TALKING

THE WHAT, WHERE AND WHEN OF IT:

Fresh Co has some of the lowest prices. But shoppers believed otherwise. Historically the look of the brand was overly stylized and, despite a fresh new look, most shoppers still thought Fresh Co’s prices were 10% higher than the competition. Closing this perception gap became the mission, and we embarked on it by, first and foremost, sharpening the brand’s timeless purpose to one simple statement: Fresh Co exists to lower food prices for all. 

From there, we created a campaign that let our low prices do the talking, and, given the fact that in discount retail, you’re only as good as your latest deal, we continually showed up in timely moments.  

We bought up every digital board we could around competitors’ stores and our own, and geotargeted social videos in the same areas. Real-time became the name of the game as we updated it all with our latest and greatest deals on a near daily basis.

Over the course of the campaign, roughly 1000 unique digital assets were created, and sales growth outpaced the category growth by 72%. We closed the price perception gap between Fresh Co and the competition from 10% to less than 5% and return on marketing spend increased by 21%.