Grocery wars were heating up in Canada and Sobeys Discount banner, FreshCo, wasn’t getting its fair share.
Despite offering some of the lowest prices in the market, less than one-third of discount grocery shoppers believed it. Ahead of aggressive expansion plans, we reinvented the brand to attack this perception problem head-on. Everything from advertising to store signage to logo and tagline was redone to strip out any unnecessary flair and state the truth: FreshCo is lowering food prices.
Brand Strategy. Connections Strategy. Design. Creative. Production.
new FreshCo stores opened with a line wrapped around the building
- All 5
million earned media impressions as a result of Local and National media coverage
of people considered shopping FreshCo after seeing the advertising (up from 69% before the campaign period)
believed the ads clearly communicated good prices and value
exceeded sales projections at the highest-performing new FreshCo stores