Pre-pandemic, when online grocery shopping was just catching on, Stop & Shop was preparing for the shift. For the first time, customers would now be able to order and get delivery directly from Stop & Shop. But consumer research showed our target had reservations about online grocery shopping. They questioned the food quality, were confused about messaging and markups, and had frustrations with selection and delivery speed. Yet, they were still interested if the experience could feel more intuitive and transparent. We knew that cutting through competitive messaging from giants like Amazon and Target would be a tall order. We needed to compete using creativity. My strategy was “a new online grocery shopping experience that gets you.” This suggested the intuitivnessness and transparency our consumers’ wanted and teed up a concept that differentiated using creativity. It featured eye-catching stories told with food. As the pandemic began, we increased “contact-free” messaging. The campaign led to 6.4MM website visits, over 722k online purchases, $99MM of attributed revenue, and 43k app downloads.