SOCIAL & CAMPAIGNS • CASE STUDY
Canada's largest grocery retailer needed its discount banner loud on social, with a paid media budget of exactly $0. The organic feed had to carry the weight a media buy usually carries. It did.
Tentpole moments planned around the retail calendar: a flyer drop, a holiday, a price story worth repeating. Each one built to get screenshotted and sent to the group chat.
The daily feed kept pace with the store. Seasonal produce, weeknight dinner panic, the odd little holidays nobody else bothers with. Fast, funny, and always in the brand's voice.
April Fool's builds, fake launches, a grocery AI with questionable advice. The kind of post a coworker brings up before they bring up the sale price.
One April, we built Grocery AI: a little website that generated your shopping list from useless factors. Star sign in, groceries out. No forms worth filling, no product to sell. Just a joke engineered well enough to hold together when strangers started using it.
It ran on a shoestring with zero paid push, and people passed it around anyway. That is the whole job in one stunt: an idea strong enough to do its own distribution.
Three industry awards in one year, including Gold at the In-House Agency Forum Awards.
Gold, In-House Agency Forum (IHAF) Awards
