Homecooked by Libbie Market

This was a live client project.

Background

Libbie Market is known as the local, convenient destination to get fresh food at a community focused grocery store 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 strategy to allow Libbie Market to stay competitive while online grocery shopping steadily grows within the industry.

The Problem

Due to consumer demand on convenience and technological innovation, online grocery shopping is projected to grab 20% of the grocery industry by 2025. 

Consideration

Should Libbie Market hop on the online shopping train to stay relevant in the industry?

Research & Human Truth

One survey and 25 interviews of current Libbie Market customers were conducted. These customers valued convenience and often purchase prepared foods more than the national grocery store customer. Our insight was that the love that goes into a home cooked meal can't be delivered. 

Strategy

To create a service that meets customer demands and maintain 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. 

Marketing

Our 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.

Advertising executions

  • In-store 
    • Flyers
  • Out-store 
    • Radio ad
    • Social media
    • Newspaper

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. 

Collaborators

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