This supermarket’s Snapchat campaign proves its fish is fresh

10.05.2017 Food : Retail : Marketing
U Fresh Stories campaign by TBWA/Paris

France – Supermarket chain U is harnessing the ephemerality of Snapchat Stories to prove when its fish was caught.

The retailer has devised the social media strategy as an easy and engaging way to inform its customers. The campaign, created by advertising agency TBWA/Paris, involves printing Snapchat QR codes onto the retailer’s ‘origin’ labels so that customers can trace where their fish has come from.

Given the 24-hour lifespan of Snapchat Stories, the supermarket was able to demonstrate how it takes less than a day between catching a fish and it ending up on the fish counter. The video, Fresh Stories, was filmed through the eyes of a fisherman, a sales manager and a fishmonger using Snapchat Spectacles. ‘If there is a story behind it, your fish is fresh,’ the film informs the viewer.

The Big Picture

  • Brands such as U and Everlane demonstrate the commercial value of being radically transparent
  • Harnessing technologies that provide insight Beyond the Label enables brands to create a more meaningful connection with the consumer
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