Fresh timing beats low pricing.
When Walmart started hammering Pick’n Save sales numbers with aggressive receipt-comparison pricing, we knew we couldn’t win by playing their game. Instead, we supercharged what Pick’n Save had always done better than the big box grocery retailers: perfect timing on the fresh foods that customers could see, smell, and taste.
reversed 3Y downward sales trend 500pt
basis increase in same-store sales
increase in customer satisfaction score in 8 weeks
The Idea
Despite the Pick’n Save name, we discovered the brand’s “hidden good” wasn’t about being cheaper, it was about being fresher. While Walmart’s produce sat under fluorescent lights losing flavor day by day, Pick’n Save’s “New Everyday” commitment to continuous restocking and daily preparation became our competitive mantra. Gorgeous cinematography showcased glistening apples, golden corn, ruby strawberries, and steam rising from fresh-baked bread — all containing a literal element of time — perfectly illustrating each item’s peak freshness, every minute, every hour, every meal.
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Tactics that reinforced the fresh message
Even reinforced the fresh message on the paper bags customers carried home
Brand refresh
Simultaneously refreshed their brand identity, helping put a true fresh spin on the entire story.
