Introducing, groceries
– Amazon Prime

Amazon Prime was launching a new service: Groceries, with delivery
costs included in customers’ memberships. We needed to change public perception from Amazon as a tech company to one customers felt excited to buy fresh produce from. We used Amazon’s background as a tech company to frame their roll out of groceries as the launch of a new,
exciting product.

Brief
We needed to change public perceptions of Prime. Prime is known for fast delivery of gadgets and charging cables, but not for delivering fresh produce. In fact, 40% of Prime members didn’t even know that Prime includes grocery delivery.
We needed to let Prime customers know their membership included this new benefit, while satisfying their concerns about perishable items.

Solution
We framed the roll out of humble groceries such as cabbage, eggs and cherries as if it was the big launch of an exciting new tech product. We did so consistently across OOH, TV, OLV, digital display, radio and socials. Introducing the surprising new benefit in a humorous and self-effacing way, whilst highlighting the freshness and quality of the produce.