The Weekly Shop
Save-On-Foods needed greater brand consistency. A new brand platform was born to help tell a compelling emotional brand story and drive conversion in a category full of parity.
- Advertising Campaign
- Brand Strategy
- Broadcast Production
- Content Production
Tale of the tape.
Save-On-Foods is one of Western Canada’s leading grocers. Numerous programs and seasonal offerings had taken on their own identities, confusing the customer journey. Our number one priority was developing a brand platform to create consistency, relevancy, and longevity by creating a new brand architecture and guidelines for success. We launched the new brand around the e-commerce program. The online grocery sector exploded during the pandemic, along with customer complaints of missed items, awkward substitutions, and delivery delays. Rather than relying on third-party companies to fulfil orders, Save-On-Foods has its own personal shoppers who do the shopping for you. As a result, they care more about getting orders right and shopping the same way you shop for your family. Our strategy focused on how pickup and delivery means more time doing the things you want and less time doing the boring stuff, like the weekly grocery shop.
The new creative platform was born out of our brand stance and tagline, Family. We get it. Each of the three scenarios shines a light on how ordering groceries online saves time while focusing on a relatable family moment: a teen playing video games, a dad coming home from golf, and a mom taking the kids to soccer. To add a further layer of authenticity, actual Save-On-Foods team members appear in the ads to celebrate the care and detail that goes into every order. With a brave strategy and bold creativity, we broke through, increased awareness and relevance of the new Save-On-Foods brand while driving ecommerce conversion.