Case study title magna pars studiorum, prodita quaerimus.
Just what the world needs, another spokesperson, right? But “Becky” as we like to call her, is more than a spokesperson — she’s the guru of grocery rewards. And Hannaford customers love her for it. She’s fun, funny and hyper focused on helping everyone get the very most out of being a Hannaford customer.
THE CHALLENGE
As the mid-tier grocery landscape gets more crowded, competitors shout about prices and deals, turning where to shop into a strictly rational decision, and the distinction between brands is less and less clear.
THE INSIGHT
Hannaford has always been known for doing business the right way. Where short cuts and dehumanization are expected, loyal customers know Hannaford is a breath of fresh air.
THE SOLUTION
We created the Hannaford Promise campaign built on authentic brand values intrinsic to the way Hannaford does business. Tangible promises create personal connections that translate into a rich and meaningful in-store experience.
MADE
Broadcast, Social, Print, Radio
RESULTS
Curabitur est gravida et libero vitae dictum. Morbi odio eros, volutpat ut pharetra vitae, lobortis sed nibh. Curabitur est gravida et libero vitae dictum. Morbi odio eros.
TOP-OF-MIND AWARENESS, UNIVERSAL 92% – 1 in 3 consumers mentions Hannaford as the first brand that comes to mind
71% CONVERSION RATE - Highest conversion to shop metrics vs. competitors
58% CHOOSE AS MOST OFTEN SHOPPED
Hannaford is a top-tier brand for attributes related to FRESH, CONVENIENT, EMPOWERED ASSOCIATES, COMMUNITY INVOLVEMENT AND BRAND CONNECTION. vs. competitors.
MAKING REWARDS TRULY REWARDING
Just what the world needs, another spokesperson, right? But “Becky” as we like to call her, is more than a spokesperson — she’s the guru of grocery rewards. And Hannaford customers love her for it. She’s fun, funny and hyper focused on helping everyone get the very most out of being a Hannaford customer.
RESULTS
Curabitur est gravida et libero vitae dictum. Morbi odio eros, volutpat ut pharetra vitae, lobortis sed nibh. Curabitur est gravida et libero vitae dictum. Morbi odio eros.
TOP-OF-MIND AWARENESS, UNIVERSAL 92% – 1 in 3 consumers mentions Hannaford as the first brand that comes to mind
71% CONVERSION RATE - Highest conversion to shop metrics vs. competitors
58% CHOOSE AS MOST OFTEN SHOPPED
Hannaford is a top-tier brand for attributes related to FRESH, CONVENIENT, EMPOWERED ASSOCIATES, COMMUNITY INVOLVEMENT AND BRAND CONNECTION. vs. competitors.
HANNAFORD PROMISE
Just what the world needs, another spokesperson, right? But “Becky” as we like to call her, is more than a spokesperson — she’s the guru of grocery rewards. And Hannaford customers love her for it. She’s fun, funny and hyper focused on helping everyone get the very most out of being a Hannaford customer.
RESULTS
Testing showed both :30s and :15s scored exceptionally well consistently exceeding category benchmarks across the board but especially on key measures:
Persuasion over-indexing the category by 53 points
Spot recall over-indexing the category by 26 points
Benchmark exceeding scores for relevance (23% higher), makes me feel good about the brand (22% higher) and believability (21% higher) drive high consumers likelihood to shop behavior at 85% definitely/probably would shop.
Strong brand recognition scores
High brand linkage ratio exceeded benchmarks