FreshCo

02 We let our prices do the talking. 2022

Ambition

Despite a new look, most shoppers still thought FreshCo’s prices were 10% higher than the competition. Closing this price perception gap was job #1.

Audience Love

Discount shoppers only really care about one thing: Low prices.

Idea

Let the low prices do the talking

Given the fact that in discount retail you’re only as good as your latest deal, embrace real-time price updates. Over the course of the campaign, digital assets were created on a near daily basis to ensure we were always holding up the best prices.

Results

Sales growth outpaced the category growth by 72%.

Closed the price perception gap between FreshCo and the competition from 10% to less than 5%.

Return on marketing spend increased by 21%.

Tags

Creative Production Strategy