Muse Creative Awards | International Advertising Awards

United States

2018

Fresh Stories

Entrant Company

Viscul Creative

Category

STRATEGIC PROGRAMS

Client Name

Ahold USA

Sub-Category

Video Campaign

In 2017 a Food Marketing Institute report cited that grocery customers desire “transparency that engages them, offering assurances of food safety, the pursuit of health and wellness, the appetite for discovery and a closer connection to food.” To provide meaningful, transparent information to customers about the food they purchase, Ahold USA brands partnered with Viscul Creative. Each of more than 30 videos in the library set out to tell the stories behind the products sold in their stores by introducing food producers, their processes, and their products across digital and social channels. THE CHALLENGE We were challenged to create a library of surprising and engaging stories that highlight the real people, places, and passion behind Ahold USA’s fresh, quality foods. THE INSIGHTS Through market research, Viscul knew it had to go in-depth with vendors to achieve the message Ahold USA was seeking. - Authenticity – The stories had to feel like you were having a personal conversation with the producer, naturally seeking information about where your food comes from and the ingredients used. - Quality – Shoppers are more apt to purchase when they feel a connection with the producer and distributor. Sharing the relationship and quality assurance measures Ahold USA, and their vendors take to ensure quality needed to be in focus. THE SOLUTION A library of documentary-style videos that introduce the leadership and key individuals in the production of food sold in Ahold USA stores, including Stop & Shop New York, Stop & Shop New England, Giant of Landover, Giant of Carlisle and Martins. Video shoots would take place on-site at farms, greenhouses, and manufacturing plants to show the process and ingredients used. Interview conversations are cut down to encapsulate the stories of the vendor company.

Credits

Account Executive
Jessica Hughes
Art Director
Jay Basinger
Creative Director
Randall Hughes
Editor
Luke Covert
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