bfresh Grocery Store: Launch Experience 

Objective

Bfresh, a new concept store designed to freshify the grocery experience, was moving into Boston's Allston neighborhood. Problem was, so were hundreds of college students preparing to start the fall term, in a tradition that had become un-affectionately known to some as "Allston Xmas." Every year as Allston's population balloons by 124%, abandoned furniture and debris crowd streets and sidewalks, traffic clogs narrow neighborhood routes, and everybody starts feeling a little less neighborly. We saw an opportunity to help Bfresh launch its new Allston location and turn the worst move-in day into a refreshing celebration for their neighborhood.

Strategy

For Bfresh, a new grocery store set to open its first location in Boston's Allston neighborhood, the strategy was clear, use the grand opening as a platform for raising awareness that a new store is bringing fresh and affordable produce to the neighborhood. It just so happened that Bfresh was opening on the most dreaded weekend in Allston, move-in day; also known as Allston Christmas because of all the free stuff that litters the streets. So to raise awareness Bfresh embraced this dreaded holiday, and turned it into a refreshing celebration, filled with free fruit, christmas carolers, free wi-fi for new movers and refreshing fruit pops delivered by hipster Santas on pedicabs.

Results

The results were staggering, before starting our activation we conducted neighborhood-wide survey, and we learned that only 16% of the people in the neighborhood had heard of Bfresh, and 8% knew there was one nearby. After our activation, we conducted the same survey, and this time 65% of the people had heard about Bfresh, while 61% knew there was one near by. Not to mention that content created and shared by locals garnered 30 million social media impressions for Bfresh.

Click here to see the campaign in action.