Disclaimer: This is conceptual work that is currently in progress at Moroch
The Brief:
Following Moroch's successful "Because It Matters'" campaign, Giant Eagle came back looking for the next chapter of the campaign. This time focusing on value.
More specifically, through highlighting the brand's new, long-term commitment to an everyday low-price platform featuring the items that customers buy most.
My Partner & My Task:
Concept a creative and strategic activation that highlights Giant Eagle's value.
Imagine in downtown Pittsburgh there's a pop-up restaurant as you walk home. The restaurant serves simple to more crafted meals made from Giant Eagle groceries.
Entry:
Scan the Giant Eagle myPerks barcode from the mobile app to make a reservation. If you’re not a myPerks member, we’ll make sure signing up easy so you can book a table.
Interactive Menus:
Scannable QR codes leading to mobile app's built in recipe builder to see recipe and the option to purchase ingredients.
The Chefs: Mythical Kitchen
YouTube channel with a focus on creating meals from grocery store groceries.
4.2 million subscribers
1.5 billion video views
Parent Company: Good Mythical Morning
Partnership where they create content for their channel about the activation
Food Truck Variation:
A scaled down version of the restaurant. Serves more speciality foods (street tacos, noodle bowls, etc….)
