Results and Effectiveness

The magic thrilled our customers and generated lot of buzz. People believe our food is fresher than competitor’s. Traffic increased. Finally, the stunts were turned into sales 4.5 seconds as well.

Creative Execution

Seeing is believing. We connected with a live camera, the source of fresh food (ex. Fisherman) and BIG C; a consumer’s order at the counter goes directly from its very own source for example; If they order one big snapper, the fisherman will jump into the sea to catch the snapper and a few seconds later, that exact fisherman, magically appear and bring the big and really fresh fish to the consumer.

Insights, Strategy and the Idea

Big C wanted to promote the freshness and quality of its fresh food sections as a tangible proof of brand quality. Of course, every competitor makes similar claims of “fresh”. How could Big C promote the freshness in a very fresh way? Freshness in grocery depends on transport. Shorter transport time equals fresher food.