The Brief
As part of the ongoing Great Greengrocer campaign we proposed a customer competition to deliver engagement with the brand online, and drive shoppers in store. Using TV, digital and social advertising to support the “Fight for Flavour” message we created a competition that would be attractive to Single Income No Kids, Double Income No Kids and High Income Families – all groups with a higher disposable income who are prepared to pay a little extra for quality.
Local greengrocers who participated in the Great Greengrocers campaign wanted to see more customers choosing to shop at their stores.
The Challenge
To deliver an integrated social media campaign enticing shoppers to take action both in-store at their local Great Greengrocer and online.
The Approach
The Fight for Flavour campaign has been in market for many years. We believed we needed to reinvent the brand and create new interest via the competition. With some solid social media tools in place, we had a great platform to work with.
Our “Ridiculously Good-looking” social media competition asked customers to take a picture of their favourite fruit or vegetable from their local Great Greengrocer, hashtag #greatgreengrocer and post to Facebook or Instagram.
By partnering with Pullman Bunker Bay Resorts, the overall winner (with a snap ripe for the picking) won a luxury weekend away in Margaret River including meals, massages and more.
Core to the campaign was the integration of a partnership with Seven West media. Clarity developed a short recipe video promoting the hero winter fruit, WA mandarins, encouraging viewers to visit their local greengrocer and take part in the competition. Leveraging this partnership was The West’s sponsored content platform and both digital and native advertising on The West’s digital new site.
The competition was supported by traditional media, running three weeks of television advertising on Channel 7 and creating promotional materials including wobblers and flyers for display in Great Greengrocer stores. Outdoor advertising supported the competition, strategically placed surrounding key Great Greengrocer stores in Perth.
The Results
Over the first three seasons, we produced substantial measurable results for the campaign. We grew the followers of the Facebook page by over 170%, giving the Great Greengrocers a solid fan base who now actively engage with the brand. We’ve reached nearly 300,000 people with original and shared content, that has been carefully curated to share the brand values. Our seasonal videos have been highly successful reaching over 200,000 each time they are released.
The #greatgreengrocers online competition attracted over 130 entries and initiated conversations about produce and retailers. Our winner - a loyal Drovers shopper – walked away with a gourmet retreat in Bunker Bay.
Visit facebook.com/greatgreengrocer
