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Convenience stores, condoms and customers

Flashback Friday

Friday, 15 August 2014

Remember the days before online shopping? Before checkout chicks were replaced by machines? This week we were reminiscing about those ancient times, so we decided to take a look at one of our past campaigns for FoodWorks.

As loyal as supermarket shoppers might appear with their rewards cards and discount fuel vouchers, it isn’t called the supermarket war for no reason. Supermarkets are a highly competitive category and to earn a place in the market, brands need strong positioning.

FoodWorks is a network of over 750 metro and regional supermarkets and convenience stores. In 2008 SMART was appointed to revitalize the brand and create a fresh, new positioning.

SMART research found that while FoodWorks’ community credentials represented an important consumer benefit, product and service quality was the primary motivator for purchase.

A new tagline asked customers “what can we do for you today?” encapsulating the service offering.

Strategic media activity was skewed towards Wednesday to Friday to build reach and brand awareness, impacting consumers prior to their main shopping days. The campaign was fully integrated including multi-media above and below the line, including TV, outdoor, press and radio.

Just over 6 months after launch, FoodWorks’ national sales recorded a 27.5% increase in value and a 33% increase in volume. On average, foot traffic and basket size increased 10% nationally.

Foodworks TVC from SMART Inc on Vimeo.