FRESCO Y MAS – DANCE PARTY
Retail Store Launch Event Branding
Creating an experiential buzz for a grocery chain rebrand grand opening in the Southeast USA.
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Fresco y Más is a grocery store all about bringing an authentic hispanic foods and cultural experience to the market. the goal of the experience initiative was to demonstrate the quality and authenticity of the shopping experience to encourage customers to embrace the rebrand. “We make it easy to make the latin dishes you love, and we understand our latin heritage and will help you celebrate it”. The message was clear, select Winn Dixie stores were transformed into the new authentic hispanic experience.
The Research
Alex was on-site for a grand opening at a Fresco y Más location in Miami. I conducted on-site interviews with the help of an english to spanish translator. In this research reveal video I complied for the client, theme insights included customer appreciation an authentic experience. Interviewees expressed “hispanic produce at consistent freshness and at fair prices would make frequent trips to Fresco y Más worth visiting regularly”.
grocery Store rebrand experiential marketing campaign
Winn Dixie rebranded grocery storeS in select hispanic demographic markets in the Southeast USA to Fresco y Más. The agency was invited to design experiential marketing concepts surrounding the store launch. I was asked to lead creative direction for the project.
MY ROLE
As Creative Director, Alex wanted his concepts and renderings to communicate a lively experience that the client could envision as a real brand activation prior to investing in the opportunity.
Social Media
We leveraged Snapchat filters on-site to enable visitors to digitally enjoy and share hispanic cuisine.
Tactics
– On-site Cuban Coffee sampling
– Couponing and latin recipes to drive people to the store
– TXT your number collection campaign encouraging “Text for a chance to win a $100 Gift Card”
– On-site dance party
– Photo booth with LIVE props
– Snapchat activation
The Results
By reflecting an authentic hispanic experience in the event activations we left an impression with customers that the experience of making the trip to Fresco y Más would be worth the trip.
Additional results quantitative insights coming soon.
