RedMart needed to prove it delivered the freshest goods from around the world, right to your doorstep. That meant transforming boring logistical USPs such as our unbroken cold chain or our certified pickers who source only the freshest food into rich, playful creative demonstrations.
Today, Freshness Recognition (FR) lives across the consumer journey, as a badge when you’re picking fresh chicken online, to when the chicken finally arrives.
We created 3 films to bring the FR innovations to life – Unbroken Cold Chain, Touch-Free Journey and Quality Verification. These films also demonstrated the direct-to-consumer journey that customers go through when they order groceries through RedMart.
Results
Freshness Recognition campaign garnered reach of over 1.2 million over a period of 3 months with a 25% lift on produce endorsed with the FR badge. Overall, the campaign exceed project targets with 95% more unique views and 3.7x more unique purchase during the campaign period.
The ads drove strong brand lift in unaided awareness with 76% of viewers naming RedMart as the first online grocery brand they could think of.