Piggly Wiggly Midwest
An omnichannel marketing campaign for a grocery chain with 96 stores across the Midwest.
With minimal consumer data across 96 stores, the Piggly Wiggly Midwest team came to us with an aspirational target audience.
We discovered that people statistically walk 1 mile, drive 4 miles, or commute 10 miles to a grocery store (when coming home from work).
Strategy
Landing Page Development
Marketing
Creative Design
Photography
Videography
The Ask
Piggy Wiggly Midwest needed help establishing and capturing consumer data. Their team envisioned a Jeep giveaway campaign with the goal of increasing signups for the new rewards program, Pig Points+. With minimal consumer data across 96 stores, the Piggly Wiggly Midwest team came to us with an aspirational target audience. As a data-driven agency, we began our process with extensive research. We discovered that people statistically walk 1 mile, drive 4 miles, or commute 10 miles to a grocery store (when coming home from work). When we applied this (1, 4, and 10-mile) radius to the population living around all 96 Piggly Wiggly Midwest stores, we discovered that less than 10% of people in the 4-mile radius of the stores fall into their aspirational target audience. We concluded that we needed to appeal to a broader target audience to ensure the campaign’s success.
The Approach
To best resonate with everyone in the 4-mile radius, including the aspirational audience, our marketing team worked to identify channels and messaging that specifically appealed to Gen Z, Millennials, Gen X, and Baby Boomers. The ads brought out feelings of nostalgia for the Piggly Wiggly brand, appeal for the Jeep giveaway, and incentive for the rewards program. Breaking the ads down by generation also increased Piggly Wiggly’s target audience size by over 1 million customers. Our omnichannel marketing approach captured the target audiences in multiple different spaces, including digital and print marketing.
The Outcome
The overall outcome of the campaign showed a 91% less CPL (cost per lead) than the retail industry average. Additionally, the campaign delivered an average of 69% less CPA (cost per acquisition) than the retail industry average ($6.73 vs. $21.47). Our marketing efforts brought Piggly Wiggly Midwest over 37,600 emails to the company’s consumer data. Half of the emails obtained also completed their entry into the Jeep Giveaway, with over 18,000 entries.
Less CPL (cost per lead) than the retail industry average.
Less CPA (cost per acquisition) than the retail industry average ($6.73 vs. $21.47).
Emails were acquired.
Jeep-Giveaway entries.
