This project, undertaken during the second semester of 2023 as part of Integrated Marketing Communications (IMC), showcases our expertise in enhancing brand preference, repositioning FreshCo as the go-to discount grocery store, and strategically increasing sales on hero items across the store.

The Problem

Many customers see Fresh-Co as a go-to for budget-friendly deals, thanks to its focus on discounts. Yet, their allegiance to FreshCo is fragile and might shift in the event of a negative experience.

The Ask

To enhance brand preference and price perception, reposition FreshCo as the preferred discount grocery store for shoppers, and increase sales on hero items throughout the store.

The Objective

To make Canadians prefer shopping at FreshCo during inflationary times, ensuring that they not only shop out of necessity but also continue to do so because of genuine want.

Our Task

To conduct market research through Mintel, Warc and Statista to understand the shopping habits of these budget-conscious shoppers and understand their behaviours and practices.

Execution

We formulated key insights for FreshCo and its shoppers surrounding the four C’s of strategy.
We created a campaign that would reach both our targets. This included digital/social online videos, a visually captivating flyer, radio/alternative, out-of-store communications, and impactful in-store signage with Point-of-Sale considerations.

IMC Team

Ernestine Leonard – Account Manager/Media Planner
Bernice Quimbo – Strategist/Media Planner
Annelia Civitillo – Copywriter
Kyrie Jamir – Art Director