Leveraging Lowes Foods strength in fabrication, distribution and formulation to create a next-generation shopping experience.
Lowes Foods was in the mushy middle. They were getting squeezed by Harris Teeter on the high end and by Food Lion on the low end. We discovered that consumers were ambivalent to the grocery shopping experience, and that Lowes Foods could stand out by creating an unforgettable in-store experience.
The brief was “what if Pixar created a homegrown grocery store?” We crafted unforgettable experiences like The Beer Den (first-of-its-kind bar in the middle of a grocery store) and Boxcar Coffee & Chocolate (relaxing in-store coffee and chocolate shop that had us put a real boxcar inside Lowes locations).
We continued to innovate for them through marketing and advertising. Once it was built, we needed to convince people to come. We did so by forcing reevaluation with unforgettable billboards and marketing initiatives.