Project Heritage

Why

The Hispanic segment is the largest group in California. Hispanic retailers have four major areas within their stores that represent an opportunity to connect with shoppers in a culturally relevant way through messaging: Meat, Bakery, Produce, Deli. However, there is no targeted occasion-based portfolio messaging available to activate.

What

Develop an evergreen platform that will support retailers in activating priority areas of their stores, aiming to drive frequency and affinity for multiple brands with Hispanic shoppers.

How

We conducted regional market visits and spoke to owners of Hispanic stores to firsthand understand the challenges and opportunities. Taking these learnings, we proposed a creative concept and key messages to apply in each POI. After leading a photo shoot with multicultural talent and food, we developed POS and merchandising based on authentic meals rituals, to activate throughout the path to purchase.

Connection

The platform needs to create culturally relevant, connections, consistent across all food destinations in-store, all drinking moments and most importantly, all pulse periods –local and national.

Added Value

Be a part of shoppers’ food solutions to keep their loved-ones together and their traditions alive

Strategic Pillars guided our execution plan

Togetherness Commercial Edge

The communication and initiatives should lead to enabling and enhancing moments of togetherness that our shoppers are always looking forward to.

The plan should provide support for the portfolio brands –collectively and individually– focusing on retailers’ opportunities and priorities.

First, we had to walk the marketplace to understand each retailer’s needs and opportunities for activation

We identified where to activate, understanding the shopper's mindset + motivations

Meat Deli Produce Bakery

KEY OCCASION SPECIAL MEALS KEY OCCASION READY TO SERVE

“Looking to enjoy quality cuts and quality time with friends and family”

•Socialize & relax

•Please everyone

•Entertain

“Looking for ready-made, prepared food to eat soon–at home– or here at the store.”

•Short cut meals

•Authentic flavors that feel “home made”

KEY OCCASION EVERYDAY FRESH MEALS

“Looking for fresh, authentic ingredients to cook at home”

•Unique ethnic items

•Good for me, make me feel good

•Cooking from scratch

KEY OCCASION BREAKFAST & SNACK

“Looking to grab a treat”

•Taste

•Treat

•Connection with roots

And developed an occasion-based concept for mealtime:

MEAT KEY OCCASION SPECIAL MEALS

ESTAR JUNTOS ES DELICIOSO

BEING TOGETHER TASTES GREAT

DELI KEY OCCASION READY TO SERVE

PONERLE NUESTRO TOQUE ES DELICIOSO

TOPPING IT WITH “US” TASTES GREAT

BAKERY KEY OCCASION BREAKFAST & SNACK

DESPERTAR SONRISAS ES DELICIOSO

AWAKENING SMILES TASTES GREAT

We produced a photo shoot to capture the essence of each occasion

PRODUCE KEY OCCASION EVERYDAY FRESH MEALS

DARLE COLOR A CADA DÍA ES DELICIOSO

ADDING A FRESH TAKE TASTES GREAT