ELEVATING AN ABSURDLY FRESH BRAND
How can a grocery delivery service grab a seat at the table in new markets? By steering clear of pretense and celebrating the emotional and cultural power of food.
GETTING THE DINNER INVITE
In the age of quality consciousness and groceries knocking on your door, Good Eggs was an already beloved service in the Bay Area looking to break into new markets. The company wanted its differentiators to be clearer and not get lost in the stream of competition. They needed brand refinement and a story to communicate their mission in a memorable and emotional way. Taking advantage of the cultural moment, we looked for an angle that was scalable and could resonate for future market expansion as the company continued to grow.
Insight and Idea
PURE ABSURD CRAVINGS
After carefully analyzing consumer motivations around mealtimes, we came to the conclusion that the best way to spread the desire and excitement of a delicious dinner would be through childlike wonder. Images of joyful children setting aside manners and living an uninhibited approach to food integrated the outreach campaign that covered OOH, social media, email and e-comm, all designed to raise awareness and get more people waiting for Good Eggs' van to appear. We stood by the idea that when ingredients are good, every meal becomes a moment worthy of celebration. To wrap this universe where "food feels" reign, we presented an update to the company's visual and verbal identity by adding campaign elements across their platforms. Our use of data, coupled with creative sensibility, was validated when, in just 2 weeks from launch, goodeggs.com increased site traffic by 25%.
CONSULTING + STRATEGY
Discovery, Workshop, Campaign Strategy
BRAND + CONTENT
Campaign Concept and Creative, Campaign Production
increase in site traffic
Video Completion Rate (Compared to industry average of 12%)
Series D Round