Celebrating a shopping experience
Since 2019 Walrus has been spreading the word about this one-of-a-kind Carolinas grocery chain.
Shopping at Lowes Foods isn’t a chore, it’s an exciting experience.
There is a Beer Den with local beer on tap and the carts have cup holders.
They will cut your produce on demand while you shop. There are animatronics, and people dressed as characters.
There is a Smokehouse, a Sausage Works, a Chicken Kitchen, a square Cakery, a Spice Bazaar, the list goes on.
The problem: This is a foreign concept to grocery shoppers. How do you connect the dots for them?
First, you give it a tagline that lets people know that the store is unique, right down to their brazen use of plural nouns as verbs.
Then, you give every unique Lowes Foods offering its own ad campaign.
We developed six “seasons” that acted as mad-cap celebrations of Lowes Foods original offerings. Think Toyotathon- but for chicken, barbecue, vegetable chopping etc.
For new guests seeing our campaigns over the course of the year, the whole Lowes Foods picture comes into focus.
Every season gets a spokesperson.
Fun messaging throughout the store found ways to tie everything back to Lowes Foods’ original items – leading to bigger baskets, filled with higher margin items.
And the campaigns spread across digital, social, circulars, the web etc.