VCU Brandcenter Project | Live Client Project
Background
Formerly known as Joe’s Market, Libbie Market is a local grocery store in Richmond, VA. The store aims to foster the local community through quality foods, a community-focused and friendly atmosphere, and gourmet products.
The Ask
The local business was seeing a threat from innovation within the grocery market. With online shopping becoming more prominent, the owners of Libbie Market came to us for recommendations on how to stay competitive in the changing environment.
Competitive Landscape
Our key competitors were brands that provided delivery and pick-up services. These included brands that primarily focus on online shopping (Amazon and Instacart) and retailers that have expanded into online shopping (Kroger, Wegmans, and Walmart).
The Problem
Though demand for pick-up and delivery was increasing, all options were generally indistinguishable, offering the same services. So how can Libbie Market, a local grocery store, compete and differentiate itself? To understand what unique value the brand could provide, we needed to understand grocery shoppers.
The Research
Our research objective was to fully comprehend the journey of grocery shopping and meal preparation. To do so, we surveyed over 100 consumers and interviewed 20 grocery shoppers in person and over the phone. We found that…
Insight 1.
While preparing meals is very time consuming, a good portion of it isn’t spent on cooking at home. It’s spent on shopping.
61% of respondents stated that time constraints are a big factor on deciding where and how they shop for groceries.
“I think there’s a lot that goes into preparing meals. A lot of the time is actually spent at the store looking for the right ingredients” -grocery shopper
Insight 2.
While the lack of time is a pain point, there’s nothing better than the love that goes into a home-cooked meal.
“I’m very busy with work and taking care of my kids. However, I always try my best to make time to cook for them. Cooking for my family gives me joy and allows me to show how much I love them” -grocery shopper
Strategy
With these findings in mind, we wanted to show people that nothing, not even the lack of time, can compromise a home-cooked meal.
The Solution
Our solution was to create a product that reduces time constraints and maintains the feeling of love associated with “home-made”.
Product Concept
Homecooked by Libbie Market is a meal kit that customers will be able to buy at the local store or online and can be delivered or picked up. Providing standard and customizable kits, the product will include all the ingredients you will need to freshly prepare a home-cooked meal.
Packaging
Standard Recipe Example
Team
Creative Brand Managers: Alyssa Fea, Adrienne Johnson, Joval Martin, Hieu Nguyen