ShopRite prides itself on our produce department and have gone great lengths to ensure we have one of the freshest in the category. But what about the unique items that really set us apart? Those items that our workers have tirelessly researched, discovered, and sourced? Those hidden gems that customers might not know we offer?
We needed to drive awareness to the variety and uniqueness of our produce department, too.
We put our hidden gems front and center to really let them shine. Our “Oh Yeah” campaign takes inspirations from “food porn” content seen on Instagram and pushes it even further with a little (read: big) help from voice-over.
We wanted to hit our customers right when they’re looking for produce, so we used google search/YouTube ads.
In each of our videos, we literally put our unique produce on a pedestal. Shot in our office studio, we wanted to lean into the low-budget-ness, while also up-ing the ante of typical “food porn” with an over-the-top, deep, gravelly voice-over that sensuously describes each fruit or vegetable’s unique attributes in a way that customers wouldn’t be able to ignore/click though.
We needed to produce these. Fast. With little-to-no budget. So we sourced our star produce—running them from ShopRite on the day of the shoot—and shot them in house.
Our “Oh Yeah” videos generated over 269,000 video views on ShopRite’s YouTube Channel with over 60% viewed by Gen Z and Millennials. While our Paid Google Video Ads have over 526,000 impressions and 28,000 conversions, with our Google Local campaign performing 5x over ShopRite’s benchmark (5% action vs 1-2%) Overall, we increased unit growth across all banners by +1.5, 50% over the target.