Online grocer Webvan Group, Foster City, Calif., today takes aim at traditional supermarkets with two humorous spots pointing out the inconveniences of shopping in grocery stores. In one commercial, a number of customers drop and handle nectarines and a woman actually takes a bite out of one and then puts it back on display. A voice-over says the average piece of fruit sold in a supermarket is handled 18 times. The spots, running in the San Francisco market, augment a branding effort that choreographed Webvan delivery trucks and men as they dropped off groceries. Publicis & Hal Riney, San Francisco, handles.
Copyright April 2000, Crain Communications Inc.