Objectives

Eating healthy seems so simple. But there are many obstacles standing in the way of wellness for the everyday shopper/meal-prepper/eater:

• Inflation has driven grocery prices upwards - discouraging many shoppers from making healthy choices. 
• The pandemic defaulted many at-home eaters to bad habits.
• The increasingly vast variety of food options available makes it difficult to decipher what’s healthy

And we have the dieticians/experts and resources that can make a real difference in people’s daily lives. So, we shared them with the world. 

 Objective: To position ShopRite as a viable player in the health space. We had the resources and products to cater to this demographic, but perception and awareness remained low.

We set out to transform our perception from mass grocer to credible wellness resource.

Well Everyday became our solution. ShopRite bolstered this comprehensive campaign - empowering everyday eaters to make healthier choices. 

Strategy and Execution

To be a true player in the healthy eating space, we had to offer legitimate products and services AND be able to talk to our audience in a meaningful way. We had to devise a tactful media plan to get their attention - consisting of live chats, social and short-burst online video.

First: Well Everyday needed to be branded in a way that could be ownable for ShopRite. The idea was in our name. People come to SHOP ALL things with us. All we needed was to highlight that they could now ‘SHOP HEALTHY’ with us

Thus the new Campaign…

Shop _________ [fill in inspiring healthy food idea here]. ShopRite. 

A fresh look, feel and message. A new clean, appetizing design with a fun message with a simple repetitive construct made the proposition ownable. ‘Shop Wellness, ShopRite’

Next – we created a hub where people could access content and interact with ShopRite in order to create meaningful, sustained change. We loaded up the Well Everyday hub on ShopRite.com with a wealth of health, including: 

• We gave FREE access to real Wellness Experts. (Dieticians) With a simple click or tap, people could chat with experts in real time and schedule one-on-one consultations. Further, people could attend live cooking classes on YouTube and Facebook - and even add featured ingredients directly to their online carts!

• We published a physical and digital monthly Well Everyday Recipe Book - chock full of seasonally-enticing recipes, all designed with wellness in mind (Examples - June: Healthy Grilling, August: Back-to-School, December: Better Gifting). Radio, digital and paid-social ads supported this ambitious effort. 

• In-store, we designed UPLs with special Well Everyday and healthy option callouts. This sounds simple, but implementing this across 250+ stores was a Herculean effort. We also prepared Well Everyday weekly recipes to be purchased in the ready-to-eat section of our physical and online stores

• We created Well Everyday content - including podcasts and videos featuring our Wellness Experts and branded influencers to increase credibility. 

Wellness seekers now have a new, healthy home, thanks to our Well Everyday evergreen campaign.

Results

The goal of the campaign was to drive awareness for current and prospective ShopRite customers. We wanted to transform our perception from mass grocer to credible wellness resource. In order to achieve this, we targeted health-conscious consumers in ShopRite zip codes with circular inserts, direct mail, email, and programmatic content (based on purchase data and lookalike audiences). 

Also, the campaign caused a bit of a stir with our audience:

• Total digital impressions delivered: 184 Million to date, with above norm engagement (+103%) 
• New users driven to the Well Everyday landing page in 3 months: 48k
• 15x ROAS (vs 10x benchmark)
• Healthy product purchases increased 48% in the first three months
• The number of customers buying healthy products increased 29% in three months

Media