RedMart, the Alibaba-owned online grocery marketplace, has launched a new campaign that aims to showcase its capabilities in sourcing, picking and delivering groceries to customers.
The campaign, the first by Singapore-based The Secret Little Agency, is called ‘Freshness Recognition (FR)’ and brings to life three FR innovations – Unbroken Cold Chain, Touch-Free Journey, and Quality Verification – as well as the direct-to-consumer journey that customers will go through when they order groceries through RedMart.
The Unbroken Cold Chain ad shows how RedMart employs end-to-end temperature control to keep food at the right temperature throughout its entire journey, while the Touch-Free Journey ad shows how RedMart shuns traditional retail shelves to prevent unnecessary handling before the product reaches the customers. For the Quality Verification ad, it shows the process that RedMart takes to weed out the bad products to ensure they do not reach the customers.
“Our aim is to position RedMart as the trusted authority on freshness in Singapore. We want our customers to be reassured when they buy fresh groceries online with RedMart, and to think of us first as their go-to supermarket for all their household needs,” said Jean Thomas, the vice president of marketing at RedMart.
The campaign will run through the first quarter of 2019.