Goals and objectives
How do you get customers to shop organic when their grocery bills are higher than ever? That was the challenge put forth by Community Natural Foods (CNF), a natural food store in Calgary, Alberta, Canada. CNF sells organic produce, meats and dairy, many items in bulk, as well as grocery items and vitamin, supplements and natural body care.
But there is a misconception that shopping here means spending the big bucks. For this campaign, our mission was to encourage readers to shop sustainably while demystifying concerns about the corresponding price tag. As a secondary goal, the client wanted to drive awareness of CNF’s bulk section and encourage the reduction in packaging through ‘bringing your own container’ (BYOC).