Helping a supermarket make fast friends in a new neighborhood.

Challenge:

Establish a presence in a new market that already had a favorite supermarket.

Winn-Dixie, a grocery chain largely found in the Southeastern US, needed to promote the grand opening of its new location in the Mid-City neighborhood of New Orleans. The solution would have to build brand awareness, stand out from a local competitor with deep local roots and overwhelming market share, and ultimately drive customers to come into the store and become repeat visitors.

 

Strategy:

Hit the streets of Mid-City to gain a true understanding of the local audiences we were targeting.

While Winn-Dixie already had locations elsewhere in New Orleans, it was new to the Mid-City area. In studying Mid-City, the Butler/Till team found that the new store was positioned squarely between two entirely different demographic segments in the community.

Utilizing a variety of resources including MRI, the US Census, and Scarborough, the Butler/Till team pulled together significant market data including average weekly food expenditure and priority zip codes. We then leveraged our data to create target audience personas based on the demographic makeup of the neighborhoods around the new store.

Solution:

Turn traditional advertising on its ear to win the attention of customers.

After zeroing in on our target audiences in the complex intersection Mid-City neighborhoods, we went to work building out a creative execution for Winn-Dixie that would blow the doors off when opening day arrived.

  • Reimagined an existing Winn-Dixie direct mail program to infuse it with greater relevance and authenticity for the local market.
  • Sent locally-themed reusable shopping bags to shoppers encouraging them to fill it with non-perishable goods at Winn-Dixie to be donated to a local food bank. Participants received a store gift card.
  • Earned local media coverage due to the goodwill of food donations.
  • Created eye-catching local bus and bus shelter signage, digital outdoor, and local radio sponsorships.

Results

The store’s grand opening was the most successful to-date. Winn-Dixie has made a lot of friends among its new neighbors in Mid-City, New Orleans. They loved the strategy so much, they’ve adopted the approach for every new store opening.

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