Grocery | Retail

Seasonal Shopping Campaign: Sparking Joyful Family Moments

Challenge/Objective

A leading grocery retailer aimed to capture the excitement of seasonal shopping, positioning themselves as the ultimate destination for fresh, festive essentials that bring families together for major holidays.

The campaign faced two key hurdles:

  • Precision in Creator Selection: The brand required creators with genuine home-cooking skills capable of showcasing authentic family meal preparation for the holiday season, moving beyond typical "foodie" or "restaurant review" influencers.

  • Authentic Cultural Representation: To reflect the diversity of culinary traditions for the occasion, the strategy needed to feature two creators from distinct geographical areas, highlighting differing cooking styles and festive customs that represent the spirit of reunion.

Impact

The campaign generated buzz, engagement, and excitement for seasonal shopping, translating online inspiration into real-world visits and action. By leveraging creator storytelling, it strengthened the retailers’ role in creating memorable, joy-filled family celebrations.

Strategy & Execution

Festive inspiration drove the partnership strategy, with a focus on meals, ingredients, and authentic family moments. The execution emphasized relatable storytelling to spark seasonal engagement.

  • Targeted Content: Creators were selected specifically for their ability to deliver high-quality, authentic home-cooking content that tied directly to family celebrations.

  • Cultural Focus: Content was geographically diverse, showcasing different culinary traditions and festive customs to resonate broadly across the market.

  • Output: Creators brought the season to life with vibrant storytelling, producing authentic, shareable content such as festive recipes, cozy family moments, creative meal ideas, and ingredient spotlights.

  • Positioning: Through this authentic content, they successfully showed how the retailer naturally fits into celebrations, making each festive moment feel exciting, accessible, and unforgettable.

167K

IMPRESSIONS

3.1%

ENGAGEMENT RATE

5.4m

ORGANIE VIEWS