Few brick-and-mortar segments are evolving quite as dramatically as convenience stores. With skinny margins on gas and a dying tobacco business, c-stores have become better foodservice operators and much better at merchandising. The lines now blur between a restaurant, a gas station and even a supermarket.
Client Houchens Industries has always been in the supermarket business under a variety of banners. Many of their supermarkets have fuel pumps. Yet the strategy of launching a mini-supermarket positioned as a c-store was something brand new. At around 4,000 square feet with gas pumps outside, stroll inside one of Houchens’ new Crossroad IGA stores and you would swear that you are in a baby supermarket.
Tasked with developing a creative campaign for television and online pre-rolls, we were bedazzled by the space inside a Crossroads IGA and noted that their layout was built for speed shopping. From packaged goods to a pack of ground beef, our team wanted to share family moments when speed shopping would be critical for survival.
Building out storyboards with scenarios of a possible party foul, forgotten school lunches and the cravings of pregnancy provided relatable memories that we all have.
Our media choices were driven by the efficiencies of a digital-first strategy. Pre-rolls targeting adults 18-54 within a radius of each store came first, along with digital display using similar parameters. We achieved reach through the use of some broadcast TV and radio. Now that traffic is signifying that general awareness is sufficient, less broadcast and more digital will ensue.
Coupled with a smart media strategy, the easy in-and-out benefits of a shopping experience at Crossroads IGA were the key drivers behind a winning campaign.
By: Tony Treadway