2021 Winner

Balmoral was tasked with adapting FreshCo’s mainstream “We Let Our Prices Do the Talking” campaign for a multicultural audience; however, COVID-19 created a bit of a challenge. Safety protocols required that the narrator wear a mask while talking inside FreshCo’s store, so the team decided to turn this hurdle into an opportunity, filming a store owner talking in a muffled tone because of their mask. At the same time, prices and products flashed in the foreground, enforcing the brand’s message that the prices really do all the talking. Spots using ethnic talent in Mandarin, Cantonese, Punjabi and Hinglish were created, with a total of 75 assets airing each week. Ads on radio, Facebook, Instagram, YouTube, and WeChat targeted multicultural profiles, while DOOH ads in condos were used to reach audiences closest to its stores.

Credits

Sharifa Khan, Balmoral Multicultural, CEO & Founder
Jeffrey Almeida, Balmoral Multicultural, VP & General Manager
Johnson Chang, Balmoral Multicultural, VP, Channel Lead
Ian Koo, Balmoral Multicultural, Creative Director
Adia Li, Balmoral Multicultural, Copywriter
Yuli Wang, Balmoral Multicultural, Senior Account Director
Antonia Liang, Balmoral Multicultural, Senior Account Manager
Keshav Kumar, Balmoral Multicultural, Group Media Director
Janice Yi, Balmoral Multicultural, Media Manager
Stephanie Cou, Balmoral Multicultural, Assistant Media Manager
Mainstream Agency: Juliet
Mainstream Media: UM
Client: Sobeys Inc. – Marketing Team