The OBJECTIVE

To drive multicultural communities, increase the top-of-mind awareness, drive online traffic and store visits. In a nutshell, to be the leading discount store that fits the multicultural lifestyle.

Challenge

With the rise in competition between big box grocery stores to capture the growing Multicultural market in Quebec, Super C wanted to find a way to stand out from the competition and make its unique identity in Quebec. To make this happen they reached out to DV8. The challenge was to position Super C as a multicultural supermarket that caters to the needs of diverse communities.

The Strategy

With inflation becoming the point of concern for most Immigrants, Super C wanted to give an easy grocery solution to four big Multicultural communities in Quebec namely – South Asian, Arab, Latinos, and Chinese. DV8 crafted a strategy that aimed at offering the multicultural consumers offers on groceries and everyday essentials. Each In-Language Campaign featuring digital, and TV led the consumers to the flyer page with top product offers that resonated with their lifestyles. Furthermore, Holiday special and festival centric campaigns (Diwali and Chinese New Year, Ramadan, and Eid) with special holiday offerings on the flyer page were also crafted to celebrate with the consumers. Awareness for Super C in the community rose multiple fold and resulted in increased store visits.

Results

With our winning multicultural strategy, we succeeded in bringing the desirous results for Super C. The campaign overperformed above the industry average by 266%. We collected 16+ million impressions and delivered more than 200,000 clicks.