Consulting | Creative | Content | Events | Experiential | Media | Social
To help combat food insecurity, Kroger - America’s largest grocer – asked us to help create a new service offering that brought fresh groceries to “food deserts” in rural and urban areas. Food Deserts are towns that are located more than 20 miles from a traditional grocery store. In addition to bringing to life Kroger’s company purpose and CSR, this program would help drive market share in places where they did not have a brick and mortar footprint. Our team was tasked to take on this startup-like project with and end-to-end approach, including creating program name and LTF, designing a hyper-targeted marketing plan, and executing a quick-turn launch in over 40 markets across Ohio and Kentucky. Customers would purchase their groceries on Kroger.com, and then pick up at a central location in their hometown. Groceries would be delivered via a branded, refrigerated truck. The program was built – from concept to first customer order – in less than 30 days.
Drive awareness, trial, and repeat of Hometown Pickup in all test markets.