"Eat a bit of everything"

Campaign Description
“Eat A Bit Of Everything” is a people-oriented and ecological health-advocating campaign that aims to encourage consumers to embrace a balanced diet by displaying the fresh produce of Village Grocer extensively, as well as promoting it through exclusive benefits, rewards, and educational features.

Brand Story
Initiated in April of 2023, “Eat A Bit Of Everything” is a health movement organized by Village Grocer, made in celebration of World Health Day, it aims to spark positive intentions toward health among consumers by allowing them to embrace the variety of healthy food and encourage them to a lifestyle switch by simply "choosing health"

Objective & Purpose
O: The campaign aims to encourage consumers to embrace a balanced diet by displaying the fresh produce of Village Grocer extensively, as well as promoting it through exclusive benefits, rewards, and recommendations

P: The campaign wants to build a strong health-minded consumer market in order to raise awareness and build a “greener” image for VG

Brand Value
Quality and Variety - We ensure a wide variety of best-grade fruits and vegetables for consumers

Change- We thrive for a better change in our consumers’ lifestyle

Welcoming- We welcome every consumer to actively join our campaign through an accessible environment and features

Vision & Mission
V: The campaign’s vision is to transform Village Grocer’s “green” image into something more than just a color

M: The campaign aims to encourage consumers to embrace a balanced diet by displaying the freshest best-grade fruits and vegetables of Village Grocer extensively, as well as promoting it through exclusive benefits, rewards, and educational features.

Target Audience
- Ages 21-59 as they are able to actively participate with large awareness of the campaign’s benefits and activities

- Given the high grade and price of the food in Village Grocer, middle to upper-class consumers are targetted

- Health-conscious consumers that are eager to maintain their health and are open to new health campaign

- Nonhealth-conscious consumers that are looking for a new easy and reasonable way to improve their lifestyle

- Younger consumers that prefer a more digital approach to a health campaign

Organizers
Village Grocer and World Health Organization Malaysia (in collaboration with World Earth Day on 7th April)

SWOT
S:
- The fresh produce of VG is widely known to be the best grade out of its competitors.
- Their local and international grocery products are known to have the most extensive arrays compared to their competitors.

W:
- The market prices of fruits and vegetables in VG are on the higher side compared to its competitors.
- There will be a difficulty when customers make their grocery selection as there is no person-in-charge

O:
- The pandemic brought about an increasing number of health-conscious individuals which increased the market for accessible and high-grade fresh produce.
- The rising health/ green trend where consumers could be motivated by the feeling of being left out of the new health trends

T:
- The competitors of this campaign have existing permanent fruit and vegetable benefit and reward systems which this campaign has to tackle.
- The current economic downgrade could lead to a consumer choice downgrade which affects the loyal consumer market.

Brand Positioning
To the consumers, “Eat A Bit Of Everything” is the only campaign that offers a wide range of the finest graded fruits and vegetables with the best-offered benefits, while still providing educational features and promotional events because we commit to excellence.

TOUCHPOINTS

1. Humanist Management (business to consumer)

• It’s a people-oriented management that seeks profits for human ends. It contrasts with other types of management that are essentially oriented toward profits, with people seen as mere resources to serve a goal
  
• The target audience will actually feel like the campaign is catered towards and for them, and not only to improve the brand’s “green” image (When they first experience browsing and starts to put things in their cart in DELIVER AND USE stage)
  
• Therefore they would be more willing to actively participate in their own consumer benefit and lifestyle improvement as it has a fun aspect to it as well since it involves active participation, although it will only be effective after getting to know the campaign (Customer Goal in DECISION)

2. Motivating with Benefits (consumer to business)

• The target audience will be motivated by the health benefits of choosing to put healthy fresh produce in their shopping cart (Customer Goal in DECISION)
  
• The constant reminding would push them to make healthier choices when shopping (Customer Goal in LOYALTY AND ADVOCACY)
  
• The healthy choice would then become a lifestyle, which creates a group of loyal patrons of the campaign and brand (Customer AND business goals in LOYALTY AND ADVOCACY)

3. Pushing “best deal on the market” as a key advertising message

• To push the key message of “Freshest fruits and vegetables combined with the best consumer benefits
  

CUSTOMER EXPERIENCE

Merchandise (the walk to the store) (Consideration TOUCHPOINT)

• Eye-catching posters to create awareness for the target audience
• QR code to scan which automatically plays a promotional video on the upcoming experience
• Banner to further create awareness
• Special announcements in-store to encourage participation in the campaign

Promotional Video (Awareness and Decision TOUCHPOINTS)

• Video to be played on all social media, websites, and the campaign app for promotion
• Video to be played in the shopping complexes of the stores where TVs and electronic banners are available

Following merchandise and videos, here are some features of the physical store…
(Since people have access to their phones from the previous points)

Scan Your Cart (Delivery and Use TOUCHPOINT)

• A campaign feature app will be created for user engagement
• Users are able to scan their full cart for a quick “Everything Scan” before checkout
• Acts as a reassurance and motivation point for consumers
  

Campaign Look