2020 Winner
2020 Winners
FRESH CO
Prices Do the Talking
How do you turn a lagging discount grocer into the fastest growing player in town?
In 2019, Fresh Co found themselves in need of a refresh.
Despite having some of the lowest prices in the market, when people heard the word “Fresh” and saw FreshCo’s overly stylized black and white design, they believed its prices were 10% higher than the competition.
STRATEGY
Closing this perception gap became the mission, and it started with an overhaul of the look and feel of over 90 stores to clearly communicate this is a discount grocer.
EXECUTION
From there we launched a campaign, with a new tagline, that focused on the one thing discount shoppers really care about - Lowering food prices.
So, while our competitors were outspending us 4 to 1, we decided to zip it and let our prices do the talking. )
Over the course of two months, videos were constantly updated in real-time to ensure that our prices were always that much lower than the competition’s....
Digital OOH followed suit -
And then, the crowds came.
The truth about Fresh Co was there all along.
We just let it speak more loudly than ever…..
RESULTS:
Sales growth outpaced the category growth by 72%.
Nearly doubled our goal of +3.6% growth by achieving +6.7%.
+21% return on marketing spend.
And as for the price perception gap between Fresh Co and the competition?
We shrunk that from 10% to less than 5%.