As part of a school project at Humber, I developed a campaign concept aimed at young urban individuals who view grocery shopping as a tedious chore. These individuals typically approach shopping with a “get in and get out” mindset, dreading the experience. The campaign for Loblaws shifts this perspective by showing our audience that grocery shopping can be enjoyable and worth lingering over. It invites them to explore beyond their usual shopping lists, inspiring a sense of discovery and transforming the chore into an experience they’ll look forward to.
To extend the campaign onto social media, the idea was to actively engage our audience by encouraging them to share their creative grocery finds and unique recipes using the hashtag #ExploreBeyondTheUsual. This initiative not only fosters a sense of community but also inspires others to think outside the box when shopping. Participants would have the chance to win exciting prizes, further motivating them to interact with the brand and amplify the campaign’s reach.
