While the value of the online grocery market doubled from 2016 to 2018 with Amazon/Whole Foods, Walmart and Target entering the delivery space, Peapod needed a brand strategy to differentiate itself.
Peapod turned to Ballast Group to help the company stand out in its home market of Chicago, creatively reminding the market that Peapod is a local company and the original player to transform the way people think about grocery shopping, opening 30 years ago.
A strategic, integrated campaign by our team placed Peapod in front of millions of existing and new customers and drove hundreds to sign up for delivery representing an average revenue potential of $15,000 from leads. Campaign results landed the Ballast team a Trumpet award for the second year. Following last year’s winning of a Golden Trumpet, this year the team earned a Silver Trumpet award, recognized by Publicity Club of Chicago.
How did we achieve results?
- A targeted influencer event brought Chicago’s top online food influencers together at an intimate event led by a Chicago executive chef and restaurant owner who developed the first chef-inspired meal kit for Peapod. Influencers reached in one week ~922,000 targeted people through their social media channels.
- A partnership with Chicago Woman Magazine (now The Glu), including editorial, advertising, and three Covet Market events, reached 180,000 targeted Chicagoans and helped drive 1,500 attendees to Peapod to learn about new offerings and reasons to sign up for online grocery shopping.
What’s your storytelling strategy?
Every Ballast campaign starts with a well thought-out storytelling strategy that helps our clients stand out in a crowded marketplace and inspires their third party stakeholders to speak on their behalf. We help leaders develop and articulate their stories to their most important audiences in the channels that matter.
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