Instacart
— This and That
Showcase the infinite possibilities of Publix BOGOs.
Overview
While everyone knows the convenience Instacart provides, we wanted to express the incredible access we provide as well. What some people don’t realize is that the same weekly Publix “Buy One Get One” deals available in store, are actually available on Instacart. Our job was to let people know in a way that really drove home the value of the BOGO to customers.
Results
✲ 17M impressions over the first 2 weeks of release
✲ 10% increase in Publix performance from other/previous creative
✲ 45% increase in Instacart performance from other/previous creative
Version 1: BOGOs featuring flowers, cheddar, and marshmallows
To drive home the idea of “Buy One Get One” we developed an approach that used split screens to show the value of having two of a product.
This allowed us to show the versatility of each product, showing their usefulness in different types of food and activities.
Version 2: BOGOs featuring granola, toothpaste, and cucumbers
The symmetry across the split screens, and the way the two scenes played off each other, allowed our visuals to stand out from other grocery ads in a way that engaged the viewer.
The hardest part of working in split screens is guiding the viewer's eye through the spot. It’s easy to overwhelm people with too much visual information, so it was important for us to meticulously plan how each shot would come together, even down to walls, windows and countertops aligning across the various split screens.
This required a combination of both meticulous planning during the scouting phase, as well as a well thought out post process to make sure everything felt harmonious.
One of the challenges was that we needed to talk about product without featuring actual brands. To do this, we had to develop packaging that was instantly readable for the product and felt premium, but was not too close to any established brands or products. This required a close partnership between graphic designers and set designers and food stylists.
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