CLIENT
Loblaw Companies Ltd.
Cher Campbell, Executive Creative Director
Cam Boyd, Creative Director
Kevin Andrews, Director, Marketing
Ashley Buckle, Brand Manager
Ryan O'Hagan, Client Service Director
Caitlin Elliot, Account Director
Megan Towers, Chief Strategy Officer
Colin Carroll, Sr. Strategist
David Glen, Art Director
Emma Quiroz, Copywriter, Angus Tucker, Chief Creative Officer
Cheryl Grishkewich, VP, Marketing
Dorota Pankowska, Art Director
Elana Duncan, Account Supervisor
Emma Cully, Account Coordinator
Cameron Moffat, Producer
Skin & Bones, Production
The Assembly, Offline
The Vanity, Online and Transfer
Vapor Music, Audio
AGENCY
Cher Campbell, Executive Creative Director
Cam Boyd, Creative Director
Ryan O'Hagan, Client Service Director
Caitlin Elliot, Account Director
Megan Towers, Chief Strategy Officer
Colin Carroll, Sr. Strategist
David Glen, Art Director
Emma Quiroz, Copywriter, Angus Tucker, Chief Creative Officer
Dorota Pankowska, Art Director
Elana Duncan, Account Supervisor
Emma Cully, Account Coordinator
Cameron Moffat, Producer
Skin & Bones
Skin & Bones, Production
The Assembly (Canada)
The Assembly, Offline
The Vanity
The Vanity, Online and Transfer
Vapor RMW
Vapor Music, Audio
SUMMARY
Sales data showed PC Organics growth was being outpaced by the category.
Analyzing PC Optimum data, we discovered a pattern to organics purchasing behaviour. Buyers start with produce. From there, they move to the dairy, meat and finally packaged goods categories.
Leveraging the same PC Optimum data, we targeted customers based on existing organics purchase behaviour and served messages nudging them sequentially toward the next category.
With $830k incremental sales, 216k incremental units sold, and 6% new customers directly correlated to this campaign, PC Organics is now the category leader.
