Dare + Delight

In the fight for fresh, it was time to name the rightful owner.

Schnucks is a regional, family-owned grocery chain known for its high standard of quality, friendliness and partnerships with the area’s premier farmers. So when customer preference shifted away from the center of the store and toward the fresh perimeter, Schnucks knew it could deliver better than its competitors.

To help them communicate this, we embarked on a research mission across departments, team members and the supply chain to uncover “a million little wows” that would help illustrate the brand’s commitment to fresh – not only in regard to the food itself, but in its practices, its belief system and its attitude.

Schnucks


TV / Point-of-Sale / Radio / Digital Video / Social Media / Out-of-Home

TV


The little wows became a large volume of simple :15 “fresh” messages, covering everything from the supply chain process to price drops and little-known facts.

Point-of-Sale


We joined forces with the Schnucks in-house creative team to deliver a rewarding parking lot-to-checkout guest experience that relayed (in priority order) a fresh fact, a fresh practice or a fresh attitude.

Social


The campaign creative easily extended into social channels and opened the door to more messaging for the brand’s many followers.

Out-of-Home


All around town, we continued the theme of fresh foods and fresh attitudes.

Schnucks Rewards


We helped relaunch a customer loyalty program that allows customers to earn points on everything in the store to redeem for money off. In TV, we focused on the store itself in order to show off the fresh departments and friendly teammates. The most fun part about it – we used real Schnucks teammates. Only the “customer” is an actor.

Schnucks Rewards Out-of-Home


Continuing the theme of questions that customers might have about the program, we again partnered with Schnucks creatives to create a simple Q&A series.

Landing Page


Online we continued the fresh story with little-known details that fresh-seeking shoppers might be interested in.

And it's going to get even fresher.

With the Schnucks story now boldly taking its rightful place in the market, the campaign has energized and united the organization. Holding every team member and partner to a standard that stretches from the produce fields and fishing boats to the checkout lanes and the customer’s refrigerator.