Two yellow cartoon chicks on a green sunburst background, one saying 'Cheap. Cheap.' beside a 'Save. Save.' starburst Two yellow cartoon chicks on a green sunburst background, one saying 'Cheap. Cheap.' beside a 'Save. Save.' starburst

FreshCo Cheap Cheap Campaign

Opportunity

Convince shoppers that by shopping at FreshCo they don’t have to compromise their shopping experience in order to get discount food prices.

WHAT WE DID:
Advertising (Radio)

Insight

With fresh produce and bright and clean interiors, shoppers refused to believe their prices were as low as their discount competitors. A single-minded message on low prices was required to overcome this cognitive dissonance.

A still from the FreshCo TV spot on a television: two yellow chicks on a green sunburst above the FreshCo logo A still from the FreshCo TV spot on a television: two yellow chicks on a green sunburst above the FreshCo logo

Idea

Who speaks the language of “cheap” better than a bird? We introduced FreshCo’s first-ever spokesbird. Cheapy appeared in radio and TV commercials, OOH and digital ads, in-store and in flyers, becoming famous for having only one thing to say: “Cheap! Cheap!”

Cheapy the yellow chick and a smaller chick beside a vintage radio, for the FreshCo radio campaign Cheapy the yellow chick and a smaller chick beside a vintage radio, for the FreshCo radio campaign

Result

Cheapy the bird resonated with consumers. Its memorable “Cheap! Cheap!” message was tremendously successful in changing consumers’ perception of FreshCo.

  • 13% said the campaign encouraged them to shop at FreshCo for the first time.
  • 38% said they were shopping at FreshCo more often.
  • 40% said they chose to shop at FreshCo over another store as a direct result of the campaign.
A FreshCo billboard reading 'Our prices are... Cheap, cheap.' with the two yellow chicks, against a blue sky A FreshCo billboard reading 'Our prices are... Cheap, cheap.' with the two yellow chicks, against a blue sky