This campaign was created to build brand recognition and drive shopping frequency for local store locations.
Introduce Food Basics to the Asian community in an increasingly competitive environment (with an increase in national chains and the influx of Chinese and South Asian shoppers).
We built insight into Chinese and South Asian food retail market conditions, including perceived brand value, food category propensity, and drivers affecting shopping behavior.
Build brand recognition and drive shopping frequency.
We carried out pre-campaign surveys identifying brand position, shopping patterns, and drivers that influence shopping behavior. Using competitive market analysis, we identified key product categories.