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Ahold USA
Focusing on Fresh

RAN IN: United States

CLIENT
Ahold USA

Gregg Dorazio, Director of Brand Marketing
Amy Hahn, SVP, Marketing
Jeff Sigel, VP, Marketing
Melanie Mnich, Digital Marketing Manager
Derek Flinchbaugh, Creative Project Manager
Maria Konevitch, Digital Marketing Manager

AGENCY
Viscul Creative *Lead Agency

Randall Hughes, Partner, Creative Director
Jessica Hughes, Partner
Jay Basinger, Videographer


Cramer-Krasselt


SUMMARY

We set out to change Ahold shoppers’ feelings that our supermarkets were ordinary and average. Focusing on Fresh was our effort to highlight the things Ahold and its partners do to ensure the quality and freshness of the products on our shelves every day. This campaign turned key fresh perimeter items and suppliers into heroes, presenting their stories with a high degree of transparency and authenticity. Simply put, these unexpected, multichannel efforts helped reframe the relationship we had with our shoppers and took our brand in a new direction.

CASE VIDEO


Hero Medium: DIGITAL/INTERACTIVE

Medium Featured On Video: BRANDED CONTENT Pre;BRANDED CONTENT Post;DIGITAL/INTERACTIVE Pre;DIGITAL/INTERACTIVE Post;DIGITAL/INTERACTIVE Developed Retailer Site Content;DIGITAL/INTERACTIVE Digital Video;DIGITAL/INTERACTIVE Display Ads;DIGITAL/INTERACTIVE MFR/Retailer Website;DIRECT Pre;DIRECT Post;DIRECT Email;DIRECT Mail;EVENTS Pre;EVENTS Post;MOBILE/TABLET Pre;MOBILE/TABLET Post;MOBILE/TABLET Display Ad;OOH Pre;OOH Post;OOH Billboard;OOH Transit;PR Pre;PR Post;PRINT Pre;PRINT During;PRINT Post;PRINT Magazine - Digital;PRINT Magazine - Print;PRINT Retailer Specific Publication;RADIO Pre;RADIO During;RADIO Post;RADIO Spots;RETAIL EXPERIENCE During;RETAIL EXPERIENCE In-Store Merchandizing;RETAIL EXPERIENCE POP;SOCIAL MEDIA Pre;SOCIAL MEDIA Post;TV Pre;TV Post;TV Spots

Audience: Young Women (20-35)

Objectives: Increase brand loyalty

Type: Business to Consumer

Classification: Regional

Language: English