‘Selection ‘07’ is a light-hearted approach to grocery branding--demonstrating the positive qualities of various types of food and encouraging viewers to interact (and vote) for their favorites. Getting consumers involved in this way demonstrates their enthusiasm and passion during the ‘election cycle.’ Our specific objectives were to:
• Support and extend SuperValu’s Crazy About Food campaign
• Emphasize the specific benefits SVU banner stores (Acme, Shaws, Jewel, Albertsons) provide to customers
• Drive email registration
• Drive clickthroughs
We met our objectives by adding a new dimension to what it means to be Crazy About Food by creating an immersive, dynamic microsite. Food and recipes are the focal point of the site, but we have seen high user interaction with the voting functionality that speaks to the engagement level of our audience.
