Homecooked by Libbie Market
This was a live client project.
Libbie Market is known as the local, convenient destination to get fresh food in Richmond, VA. The company also provides a catering service that contributes a good proportion to their revenue. We were tasked to consult the brand and to develop a strategic approach that would allow Libbie Market to stay competitive in an industry where online shopping is rapidly growing.
Due to consumer demand on convenience and technological innovation, online grocery shopping is projected to grab 20% of the grocery industry by 2025.
Should Libbie Market hop on the online shopping train to stay relevant in the industry?
Research & Initial Findings
One survey and 25 in-person interviews of Libbie Market customers were conducted. From our research, we found out that these customers valued convenience and often purchase prepared foods more than the national grocery store customer.
When conducting further interviews with the company’s loyal customers, the one insight that stood out the most was that the love that goes into a home cooked meal can't be delivered.
To create a service that meets the feeling of love associated with homemade.
Solution: Homecooked by Libbie
Homecooked by Libbie is a meal kit that stems from popular recipes that tackles the inconvenience of shopping for groceries while allowing customers to cook at home. Along with popular recipes, customizable recipes will be placed online for ordering. These meal kits will be available for pick-up at the Libbie Market store.
Along with popular and customizable kits, Homecooked by Libbie will also provide customers with Holiday specials.
Our comprehensive marketing plan will initially target current Libbie Market customers and expand its way to prospective customers. After marketing to current customers, we will be creating a local launch party at the store.
Local Launch Party
The launch party will consist of employees cooking the meal kits and sampling them to customers selected to attend. A live stream of the event will be on social and we'll invite the local press attend the event.
Robert Kelly: Brand Management Professor
Alyssa Fea: Creative Brand Manager
Joval Martin: Creative Brand Manager
Adrienne Johnson: Creative Brand Manager
New Product Concept & Recipe
Newspaper & Social Media Executions