A family-owned grocery store with locations in Oklahoma and Arkansas, Pruett’s Food specializes in providing high quality service to their customers. Known for their top choice meats, superior fruits and vegetables, and knowledgeable customer service, Pruett’s Food has built a thriving business out of being not bigger, but better than the big box grocery stores.
They recently enlisted Agency Creative to produce an integrated online awareness campaign which quickly expanded into a very fun branding campaign.
Mark Wyatt, Founder and CEO of Agency Creative, told AdChat DFW, “Pruett’s Food, an independent grocer with ten stores in Oklahoma and one in Arkansas, first reached out to us to create a campaign for their upcoming online shopping launch. The program was two-fold with a teaser campaign and then a full advertising rollout consisting of television, outdoor, newspaper, digital and social. Eric Foster and his team at T1 Productions produced the online shopping TV campaign. We have since launched an ongoing branding campaign featuring their expert “Profreshionals” employees. We have launched two spots to date with more coming out next year. Bryan Burlison, one of our creative directors, brought in Media Force Productions to produce the TV for the branding campaign.”
The CHALLENGE
Pruett’s Food had struggled to enter the online shopping space in a way that would exceed the level of service major stores like Walmart and Target can deliver. Known for their high-touch customer service in-store, Pruett’s needed a partner to help them communicate how they’re bringing that same white glove service to the online experience.
The SOLUTION
Step one was to build a phased plan that would clearly communicate Pruett’s point of difference: their vast knowledge and impeccable service. As such, Pruett’s Food is the only local grocery store hiring and training employees specifically to be experts at making the best selections for online customers.
PHASE 1
This was a teaser campaign.
PHASE 2
We launched online shopping and several activations.
PHASE 3
We will introduce the Pruett’s Personal Shoppers as the “ProFRESHionals” that they are.
TEASER PHASE
We created buzz about the online shopping experience through simple, yet impactful, visuals and headlines across outdoor, social, digital media, print and CRM.
LAUNCH PHASE
We launched the much-anticipated online shopping experience with an integrated campaign that featured video, social, digital media and much more.
4TH of JULY MINI-CAMPAIGN
We created buzz about the online shopping experience through simple, yet impactful, visuals and headlines across outdoor, social, digital media, print and CRM.
AMERICAN RANCHER AWARENESS
American cattle ranchers are being squeezed out by the big chains trying to save a buck buying imported beef. To bring awareness to the problem and celebrate Pruett’s Food commitment to buying only 100% American beef, we launched a mini-movement to help save local ranchers.
FINAL PHASE
With the awareness building, the backend mechanics working flawlessly and customers already abuzz about Pruett’s superior online shopping experience, the pump is primed to introduce the final piece of the campaign…the Pruett’s ProFRESHional Shopper, launching in Q4 2020.
TELEVISION
THE RESULTS
We’re still in the 2nd phase (of 3) of the campaign, but the initial stats are already showing promise as we continue to work toward phase 3. The marketing efforts in place have significantly improved Pruett’s Food’s overall influx of online orders as we’ve watched the averages grow month over month, and customers are responding positively to this new personal shopper online experience.
136% Site Traffic Increase
90% Increase in Online Orders
93% Increase in Online Revenue
