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A&P/DOMINION

Canadians knew that A&P is Fresh Obsessed, but they didn't know why. This year's TV campaign was designed to reinforce the Fresh or Free guarantee, and introduce some facts to back it up. Two spots reinforced the basic concept. Two other spots offered two key proof points, which research showed resonated with consumers. At A&P, fresh fish is stored in humidity controlled cases, not on ice (like at Sobey's and Loblaws). A&P also offers fresh fruit salads, created by hand in each store without any added preservatives, unlike the competition. The creative features "obsessed" staff visiting a fictional competitor's store in order to educate cross-shoppers, and viewers.

Television

TV-Special Announcement	TV-Fresh Cut Sample
TV-Honest Fish Guy