Building awareness through local delivery
Fresh Markets Australia is a national body representing in excess of 430 fresh fruit and vegetable wholesaling businesses. They wanted to increase the presence of their consumer facing brand - A Better Choice - to support their wholesalers. Competing against large supermarkets and their go-to-market strategy was not an option. So, we focused on the one thing they couldn’t deliver with credibility – local choice. The campaign showed how the local choice really was a better choice. With a suburban/regional footprint, local radio was employed to connect with communities and a fully integrated partnership was created with Yumi Stynes to build presence both online and offline. Local influencers were sent locally sourced food boxes and invited to share their support for shopping local.