Using Fresh Stories to tell your food's story.
TBWA, the global ad agency that gave us those fabulous ads for Apple, Evian and Absolut vodka has done it again – this time for the French co-op U which has over 800 independent supermarkets and hypermarches in the country. The new campaign is called Fresh Stories. According to SnapChat Daily Fresh Stories document the steps of the fish’s journey, caputured on video with SnapChat Spectacles, from the fisherman to the sales manager, and a fishmonger. The content chronicled the fish’s final hours before arriving at the fish counter. It also proved it was fresh, as Snapchat Stories only last for 24 hours – so, if there was a story behind the origin label, that meant that the fish had arrived that day.
In the store, shoppers can scan a Snapcode placed on the shelf tag of the fish that takes them to the fresh story and the journey.
This could be one of the best uses I’ve seen for Snapchat and it really plays to the features of the app.
The column continues by underscoring that Fresh Stories are definitely an example of creative thinking that brands can adopt. Snapchat Stories do not have to be complicated or time-consuming to produce. If you are being “in the moment” and simply capturing it with Snapchat Spectacles by pressing a button on your sunnies (sunglasses), you already have content to share. Through the stories, U supermarkets are also demonstrating their supply chain and how they work with local small businesses like the fisherman Lionnel showing that the brand has nothing to hide and what it’s proud of.
What Snapchat Fresh Story can your supermarket tell?