2022 Winner

Chalo! FreshCo faces heavy competition these days, with multicultural grocery stores popping up in more densely populated locations from BC to Alberta. Research revealed first-generation South Asians tend to split their grocery runs between a local ethnic store and a Canadian one. Chalo! Freshco wanted to entice shoppers to change this habit and convince them to take a single trip to their stores.

Balmoral Multicultural Marketing’s integrated campaign, “Grocery Shopping Just Like Home,” positioned Chalo! FreshCo as unique given its local and international product assortment. The campaign consisted of two television spots, a radio spot and weekly print, digital and social media ads. Chalo! FreshCo also partnered with PTC Punjabi to be the lead sponsor of Canada de Super Chef, a cooking competition show hosted by celebrities Gurjit Singh and Vikram Vij. In just ten weeks, the campaign earned over 4.7 million impressions through social and digital, and reached over 350,000 South Asians through television, radio and print.

Credits

Client: Sobeys Inc. – Marketing Team

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
Nicholas Chan, Balmoral Multicultural, Creative Director
Donovan D'Souza, Balmoral Multicultural, Creative Director
Adia Li, Balmoral Multicultural, Copywriter

Lorna Leung, Balmoral Multicultural, Senior Account Director
Yuli Wang, Balmoral Multicultural, Senior Account Director
Dwiti Kacharia, Balmoral Multicultural, Account Director
Wesley Lai, Balmoral Multicultural, Account Director
Varun Gogia, Balmoral Multicultural, Account Director
Antonia Liang, Balmoral Multicultural, Senior Account Manager
Jocelyn Lam, Balmoral Multicultural, Account Manager
Sophia Suo, Balmoral Multicultural, Account Manager
Royston DSouza, Balmoral Multicultural, Account Manager

Keshav Kumar, Balmoral Multicultural, Group Media Director
Lily Kwong, Balmoral Multicultural, Media Director
Puneet Ahuja, Balmoral Multicultural, Media Director

Simon Zhou, Balmoral Multicultural, Social Media Manager
Grant Leong, Balmoral Multicultural, Digital Solutions Manager
Michael Lui, Balmoral Multicultural, Production Manager