Seafood Case Study:
The Situation:
Many Americans love to buy seafood. Where they buy it depends on many critical factors. Customers have come to expect quality, safety and value.
ShopRite has discovered that the most important factors for seafood buyers are finding a reputable vendor, having access to local sources, and buying from premium stores with implied quality. Unfortunately, grocery stores are often considered lower quality - when that’s not always the case.
So we set out to show our shoppers just how incredible our seafood supply chain is. How we offer even better products than high end fish markets - and even better than many of the best seafood restaurants in our geographic region.
Execution:
We decided the best way to convince our audience was a multi-pronged approach. First, we created a humorous broadcast commercial that communicated our ‘fresh seafood’ stance. Here, a customer at the seafood counter asks for salmon. The fishmonger rings a bell, and instantaneously a fisherman presents a fresh salmon to the customer - from the coast to the counter.
Next we created social content to reiterate and elaborate our superior seafood positioning.
We created our ‘Seafood Experts’ campaign – whereby the biggest fans of fresh seafood admit where they go to get it. A bear, an otter and a seal let us know that ShopRite was their seafood supplier. This ‘testimonial’ campaign added instant credibility - and a few laughs along the way.
We followed this up with in-depth videos detailing how we source and process our seafood - ensuring the highest quality. To keep this informative content interesting, the sea, otter and bear resprised their roles, this time as narrators.
Results:
It turns out, telling our seafood story through amusing pieces of content did the trick. After only 4 weeks into the campaign, total sales were up .7% vs last year - contributing $1.88M in sales. Our customers’ site visits were up 1% and the average price per unit increased 1.3%.