problem

With the advent of discount, big-box and specialty grocery retailers, it has become common for millennial moms to shop at 4 to 5 grocery stores each month. We had to get Harris Teeter back into their consideration set.

how we answered

While grocery shopping is considered a chore for millennial moms, 2/3 of them believe food is a love language. So we created an anthem to express our shared values.

results

In just the first three months, brand recall increased by 8.8%, purchase intent increased by 7.4% and brand favorability increased by a whopping 300%.