AUSA – Martin’s Food Markets Grand Opening
Recently, Ahold USA expanded into the Richmond, VA market, buying 14 locally owned and loved Ukrops grocery stores. Spencer was asked to create a Grand Opening splash campaign to raise excitement.
Not so fast. Its seems the Richmonders were feeling worried and territorial. Ahold research revealed the loyal Ukrops customers were concerned that an out-of-town company would come and take away all the things they came to love about “their” stores.
Those insights aligned with Spencer’s research. But a deeper dive revealed huge similarities between the two brands that we felt were important to tell. Like AUSA and Ukrops both opened their doors in the late 1930s, and they even opened a few hours away from each other.
So we created a Grand Opening campaign that brought the two brands together. The TV and radio spots respectfully revealed and assured that the new stores would maintain all the things customers loved about their stores, like the friendly associates that walked customers’ carts to their cars, the personal service and the on-site bakery. Then we sprinkled in new benefits like the larger variety Ahold would offer consumers, along with the overall lower prices and longer hours offered.
So, it was more a grand relief campaign then a Grand Opening campaign.
From there, we created an extension campaign using real Richmond customers and their families saying in their own words how the new stores work so well for them.