Central Market needed a way to keep its brand top of mind outside the specialty events while differentiating itself from a new crop of competition. We also needed a fresh, new look to update all the brand elements that were otherwise outdated in terms of the brand personality.
After analyzing store data, conducting focus groups, performing competitive analysis and working through several positioning workshops, we determined the best way to reach our objectives was by implementing a year-long, brand-focused campaign. Through focus groups, we discovered that customers thought of Central Market as the source of “unrivaled deliciousness,” which was very different from what consumers thought of Central Market’s competitors.
All in all, since this was not your typical grocery store website, we wanted to extend the personalized experience of shopping in our stores to online. With quick access to weekly specials, recipes, entertaining inspiration and our cooking school, our main goal was to create a Foodie’s paradise full of ideas and news.
To provide maximum functionality of the site without compromising the integrity of the creative, developers used “smart widgets” to create a customized content function that lets users select their neighborhood Central Market store and see only information relevant for that location, such as weekly promotions, Dinner for Two specials, store events and cooking class schedules. Users also can access more than 1,500 recipes, searching for dishes by keyword, meal type, season or cuisine. Built using HTML5, the site showcases new animation that lets visitors “play with their food” and interact with various ingredients. (Seriously, you can move the ingredients all around the site – try it!)