Case 09 · Grocery Gateway · Longo's
Before Covid changed habits, this strategy tried to change behaviours.
95% of Canadians hadn't tried online grocery delivery. The barrier wasn't trust — it was imagination.
95% of Canadians hadn't tried online grocery delivery. Not because the product was bad — but because they hadn't framed their existing grocery shopping as a problem worth solving.
Standard category entry strategy introduces the new behaviour by selling its benefits. The more powerful move is to make the current behaviour feel costly first — then the alternative becomes obvious.
"What if you could add 5 days to your life?" A campaign that quantified the time cost of grocery shopping across a year, then reframed that time as recoverable. Microsite, print, OOH, and Instagram stories.
Nobody thought grocery shopping was a problem. The strategy's job was to make them feel the cost before we offered the fix.
A behaviour-change campaign built around the hidden cost of the status quo. Covid proved the insight eighteen months later. The brief had already banked on it.
What it came to —