Sharing the Story Behind Food
Today’s consumers are becoming increasingly sophisticated and interested in not only the attributes and health benefits of the food they eat, but the story behind it. As consumers demand full transparency with ingredients and production practices, educational promotion is more important now than ever.
Ahold USA brands are on top of the game, providing their customers with engaging information about the food they purchase. Stop & Shop New England, Stop & Shop New York Metro, Giant Landover, GIANT/MARTIN’S and Peapod have launched a new video campaign, “Fresh Stories,” a series of more than 30 videos about fresh product suppliers—from growers and bakers to ranchers and fishermen—telling their stories of where and how their products are sourced.
"Customers want to know about the who, where, what and how of their food," says Amy Hahn, senior vice president of marketing for Ahold USA. "Fresh Stories is a great forum for customers of our brands to learn about the companies and individuals who supply items they purchase at our stores. We set out to make the video series authentic and enjoyable, and our brands couldn’t be happier with the outcome."
For instance, Stop & Shop recently shared a video about the sustainable lobster fishing in Cape Cod, which has remained the same since the 1800s. Another video features Columbus Craft Meats, offering an inside look at the company’s history, traditions, production practices and ingredients.
The series is a hit. Directed and produced by Viscul Creative, the videos have collectively gathered more than 14 million views from this year alone and have earned nine different awards in regional, national and international competitions. The videos are available through various digital platforms, including email, Facebook, Twitter, YouTube and Ahold USA websites.
Other retailers should take note of Ahold USA brands’ success and invest in providing their own customers with creative, engaging and educational content that satisfies consumer demand for full transparency with the food they purchase from their stores. Consumers are more drawn to retailers that carry local, sustainable and healthy products—but they need to know about it first!