Fresco y Mas needed to create experiential buzz behind the repositioning of the Winn Dixie grocery chain into the new brand. My team was tasked with ideating and creating moonshot concepts to create excitement surrounding the brand launch.
In Person Interviews and Research: I conducted onsite user interviews at a Fresco y Mas store grand opening in Miami, Florida. I learned user preferences for preferred Cuban food and insights into types of events that would excite them to attend. We used these insights to inform the event themes for our experiential trailer.
Pain Point: Current Winn Dixie stores to not prominently stock or display the grocery items the communities of South Florida know and love.
Ideation: Through a schedule of experiential events to raise awareness of a Winn Dixie rebrand to Fresco y Mas customers change their perception of the grocer.
My Role: Based on my creative direction, the team created a sharable and lively experience communicated in my renderings.
Social Media: We leveraged SnapChat filters on-site to enable visitors to digitally enjoy and share hispanic cuisine.
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– Onsite Cuban coffee sampling
– Couponing and latin recipes to drive people to the store.
– A phone number collection campaign. “Text for a chance to win a $100 Gift Card”
– An on-site dance party
– A photo booth with props
– A snapchat activation
Research in depth:
I performed primary research by conducting live interviews to learn insights directly from customers at a South Miami Fresco y Mas grand opening.
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