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Challenge

Discount shoppers expect to find value and quality in the same place and are increasingly more concerned about what’s in the food they eat. They trust the retailer and buy the brand to save money, but one of the challenges the campaign set out to address was that sometimes shoppers feel like they are making compromises on quality.  

The rise of value shopping in Canada provided a unique opportunity to rebrand, reinvent, relaunch and disrupt the category of instore brands.

Solution

The brand was reintroduced to a new generation of Canadian shoppers through a multi-touchpoint campaign that drove comprehension of Simple Check and increased the consumer’s overall quality perception for it.

The 360⁰ media approach used humor to drive a deeper connection with shoppers and sparked conversation with a new generation of consumers. The strategic media placements worked in tandem with the creative messaging to bring the campaign to life in unique way to help debunk the quality perception and establish both value & quality as brand’s core principles. The beloved brand was brought to the real world to connect with consumers in their everyday life.  

The brand took it’s pared back packaging and stripped-down product names to drive the theme for all the media and creative messaging, anchoring the campaign in a unique voice and tone with shoppers. The bright yellow creative provided stopping power in the same way that they have stopping power in the grocery aisle.  

The campaign was successful in connecting with consumers through proven business results that showed improved brand and quality perception.

Result

The response was extraordinary – shoppers embraced their long-established love for the brand through fan created brand inspired costumes, record breaking social engagements (50% of all twitter engagements were organic) and improved brand perception.

The harmonious marriage of creative and media provided an impactful and memorable experience to shoppers; whether it was on the commute to work, watching their favourite TV program or connecting with their friends through Social – brand’s iconic yellow messaging was there front-row and center and disrupted shoppers in their everyday life.

The popularity of the brand tied to the intimate history most Canadians have with the brand added to its cool factor! For a packaged good brand that prides itself on being brandless and minimalist, the brand was able to transform perceptions while remaining authentic with shoppers.

dentsu X

dentsu X is an integrated agency network combining best-in-class communication and media planning services, content creation, technology, data and behavioural insights. dentsu X helps brands create integrated and personalised marketing solutions to cut through the noise of a saturated media market and meet rapidly changing consumer demands. 

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