The Holidays are traditionally an intense season of celebration, reconnecting with loved ones, feasting and of course shopping for groceries.

But for over 18 million families in the United States facing food insecurity and chronic hunger, the Holiday Season is when their hunger is the most painful.

Our strategic objective for Mercato’s Holiday Partnership program was to leverage Mercato’s incredible transactional horsepower as the leading e-commerce platform for independent and specialty grocery stores and use it to strengthen the relationship between Merchants & Members of Mercato while simultaneously addressing the acute hunger felt by millions of families in the United States during the Holiday Season

Our primary tool for engagement was to introduce a new product feature that allowed members to accrue a dividend for absolutely every transaction. Members could then elect to save, use or donate their dividend to feed families in need.  

Our omni-channel ”every Meal Counts” digital campaign was executed simultaneously across every major social media platform (with paid, unpaid media and CRM) and resulted a 40% bump in new member signups, and netted an unprecedented 86% increase in merchant transactions. Crucially; through our partnership with City Harvest, we also were able to feed over 500,000 families in need.

Campaign Creative: Hyper-Targeted :30 YouTube Spots

Our digital media strategy called us to target an obvious cohort that would be both open to supporting local independent grocers and amenable to feeding young children in need: Young, professional moms.

Creatively we knew that showcasing the antics of children having fun while eating great food was a sure-fire recipe for success.

To showcase our internal teams exceptional creative production chops: The TV creative shown below was written, cast, scored and wrapped within just 48 hours from the first drafts of the script to the media going live on social platforms.