Chalo! FreshCo Brand Launch
Audience Research
Brand Strategy & Development
National Media Planning & Buying
Production
Public Relations
Project Overview
Sobeys research showed that South Asians typically shopped at multiple stores, buying general produce and groceries at mainstream discount grocery stores and specialty ethnic items at smaller ethnic stores. Sobeys saw the opportunity and commissioned us to design and launch a one-stop discount grocery brand aimed at South Asians, the first ever big banner brand of its kind. Our challenge was to create a brand that made an emotional connection with the South Asian community without alienating other communities.
Details
Our solution focused on unveiling Chalo! as a store designed to delight your senses.
For South Asians, it’s the first Canadian grocery store that rewards the South Asian eye with variety and the South Asian brain with value, provoking a reaction of pure delight.
For all Bramptonians, it’s the first South Asian grocery store to reward their eye with variety and their brain with value, provoking a reaction of pure delight in them too.
This approach allowed us to create awareness and comprehension about the brand and the store concept.
It also allowed us to create an emotional connection with the brand. Support communications delivered the price and superior store assortment message.
Media Solution
Pre-launch and launch creative included print, radio, transit shelter and radio to create awareness and comprehension around the brand. A door-hanger and launch flyer delivered price points and assortment and acted as a guide to the new store.
A summary of the roll-out of the campaign is provided here:
Pre-launch Radio ad to create awareness of the brand name ‘Chalo! Freshco’ to the South Asian homes
Pre-launch Door-Hanger drop in the PTA (South Asian homes) to communicate price points and assortment of Launch ads using a multi-media approach combining Print, Transit Shelter (which doubled up as Billboards), Radio to create awareness and comprehension around the brand Launch Weekly Flyer carrying the store’s launch special offer and the weekly price point and assortment offering
Experential & PR
The strategy was to create a 4-day “grand opening event” — one that would allow customers to see, touch and even taste what ChaloFreshCo had to offer. This would then be amplified by the media strategy.
The Tactics: We launched a communications campaign with a media advisory inviting media to attend the launch day of the grand opening event. This was complemented by a press release on the day of the event, where media were invited to tour the store and experience the activities that immersed the buyer in the sights, sounds and aromas of the culture. Immersion was experienced through dance performances, food tasting, music and more.
The Experience: No longer would shoppers have to go to 3 or 4 different small stores to find all the ingredients that they needed. Authentic. Affordable. All under one roof. The grand opening event was the all-encompassing “snap-shot”. The ChaloFreshCo Opening - 4 Day Event was completed on time and within budget.
Results
Brand name awareness target: 85%. Achieved: 91%.
Advertising awareness target: 65%. Achieved: 74%.
Interest in shopping at Chalo target: 65%. Achieved: 72%
Chalo was headline news in ethnic, local, mainstream and trade media.
Our work received tremendous social media buzz and wide acclaim in the marketing industry winning gold, silver and bronze at the 2016 Summit Creative Awards, two silvers and a bronze at the 2016 Marketing Awards and two golds and a bronze at the 2016 EMMAs, awarded by NAMIC, the premier advocacy organization for multi-ethnic diversity in communications in North America.
The Chalo brand launch was the most successful in Sobeys history.
There are now 6 Chalo stores across the country — 2 in BC and 4 in Ontario.
For South Asians, it’s the first Canadian grocery store that rewards the South Asian eye with variety and the South Asian brain with value, provoking a reaction of pure delight.
For all Bramptonians, it’s the first South Asian grocery store to reward their eye with variety and their brain with value, provoking a reaction of pure delight in them too.
This approach allowed us to create awareness and comprehension about the brand and the store concept.
It also allowed us to create an emotional connection with the brand. Support communications delivered the price and superior store assortment message.
Media Solution
Pre-launch and launch creative included print, radio, transit shelter and radio to create awareness and comprehension around the brand. A door-hanger and launch flyer delivered price points and assortment and acted as a guide to the new store.
A summary of the roll-out of the campaign is provided here:
Pre-launch Radio ad to create awareness of the brand name ‘Chalo! Freshco’ to the South Asian homes
Pre-launch Door-Hanger drop in the PTA (South Asian homes) to communicate price points and assortment of Launch ads using a multi-media approach combining Print, Transit Shelter (which doubled up as Billboards), Radio to create awareness and comprehension around the brand Launch Weekly Flyer carrying the store’s launch special offer and the weekly price point and assortment offering
Experential & PR
The strategy was to create a 4-day “grand opening event” — one that would allow customers to see, touch and even taste what ChaloFreshCo had to offer. This would then be amplified by the media strategy.
The Tactics: We launched a communications campaign with a media advisory inviting media to attend the launch day of the grand opening event. This was complemented by a press release on the day of the event, where media were invited to tour the store and experience the activities that immersed the buyer in the sights, sounds and aromas of the culture. Immersion was experienced through dance performances, food tasting, music and more.
The Experience: No longer would shoppers have to go to 3 or 4 different small stores to find all the ingredients that they needed. Authentic. Affordable. All under one roof. The grand opening event was the all-encompassing “snap-shot”. The ChaloFreshCo Opening - 4 Day Event was completed on time and within budget.
Results
Brand name awareness target: 85%. Achieved: 91%.
Advertising awareness target: 65%. Achieved: 74%.
Interest in shopping at Chalo target: 65%. Achieved: 72%
Chalo was headline news in ethnic, local, mainstream and trade media.
Our work received tremendous social media buzz and wide acclaim in the marketing industry winning gold, silver and bronze at the 2016 Summit Creative Awards, two silvers and a bronze at the 2016 Marketing Awards and two golds and a bronze at the 2016 EMMAs, awarded by NAMIC, the premier advocacy organization for multi-ethnic diversity in communications in North America.
The Chalo brand launch was the most successful in Sobeys history.
There are now 6 Chalo stores across the country — 2 in BC and 4 in Ontario.
