© Serviceplan Group 2024
Challenge
Make the profession of greengrocers being cool again
To celebrate one more year “Greengrocer’s Day”, a special day created by Val Venosta and Serviceplan, our task was to promote the role of greengrocers and the beauty of their profession among a wide target, making this “old job” attractive and interesting also to younger and more digital generations.
Solution
The Exchange
It’s a fact that many greengrocers' shops are closing, and nowadays young people don't want to work in this profession anymore. Instead, they want to be Youtubers, influencers etc. So, we used their digital idols to make them realize how much this job can be fun and interesting. For one day, we interchanged the roles of a well-known singer and influencer and a lifelong greengrocer. The singer worked in the greengrocer's shop attending customers, while the greengrocer created content for social media. (Tik Tok dances, posts etc.) In this way, we attracted the attention of young people, journalists, TV and influencers, who greatly appreciated the campaign.
Resultados
"Having a real impact on society through a campaign is really exciting. Starting with an actual problem, through this action, we have made our small contribution to try to change things. And we had a lot of fun while doing it".
International KAM
Serviceplan España
"Once again, this year we have managed to position Val Venosta as the reference brand for Greengrocer´s Day".
Marketing Manager
VIP Val Venosta
Key Takeaways
#1
Using social listening tools is very important.
#2
Using real insights to send a message that goes beyond time.
