Challenge: Create an entirely new brand from scratch in a category dominated by large established players. Design over 2000 private label packaging designs. Launch over 100 stores in the first year.
Insight: Consumers perceived that fresh food was the domain of the supermarkets and that convenience meant stores with a limited range of food at high prices. The opportunity existed for a convenience store that offered a comprehensive range of high-quality yet competitively priced fresh and pre-packaged food.
Solution: From packaging and in-store experience to offline and online advertising, the fully integrated campaign focused on quality, freshness and easy to shop locations.
Insight: Consumers perceived that fresh food was the domain of the supermarkets and that convenience meant stores with a limited range of food at high prices. The opportunity existed for a convenience store that offered a comprehensive range of high-quality yet competitively priced fresh and pre-packaged food.
Solution: From packaging and in-store experience to offline and online advertising, the fully integrated campaign focused on quality, freshness and easy to shop locations.
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