FMCG / Retail
What we did?
Farm fresh produce in the big city.
On a saturated Russian grocery market, our client decided to launch a new type of store. We put our heads together and researched consumer habits in big cities to find a niche that needed filling. Because the new grocery brand had to stand out and change something in people’s lives.
The shops were meant to be rather small, less than 200 sq.m. The first and most obvious idea was to create a corner shop for well-off locals. But there are many of those around and they’re quite boring, so we decided to do something completely different.
Let’s go for the quality one can’t find in a corner shop or hypermarket.
Quality is a broad term, that means too much and too little. To find out what quality really means, we created six different personas, different characters representing different lifestyles in a big city. From health-conscious Victor to new mom Natalia to pensioner Zoya. And then we asked ourselves, what would make all of them walk or drive an extra mile or two to a grocery shop? The answer was farm fresh food – a common thing on Russian open markets, but not so much in chain shops.