Best of 2017 Integrated/Interactive--No. 7: This Supermarket Is Using Snapchat Stories to Show How Fresh Its Fish Is
French Chain U Filmed Its Products' Final Hours
May 08, 2017
Through New Year's, we'll be counting down the best work of the year in TV/Film/Branded Content, Print/Outdoor/Design and Interactive/Integrated (IX) as our picks of the day.
Often we see brands using new tech just for tech's sake, but at No. 7 in the Interactive/Integrated category, French supermarket U leveraged Snapchat Spectacles and Stories in a truly smart way--to illustrate how fresh its food really is by letting customers see the path that packaged fish took (from fisherman to fishmonger) before it landed at the store counter.
French supermarket chain U is taking advantage of Snapchat Stories -- and the fact they disappear after 24 hours -- to demonstrate that its fish really is freshly caught.
A campaign by TBWA/Paris put printed snapcodes on the origin labels of fish, connecting the customer to the Snapchat Spectacles of a fisherman, a sales manager, and a fishmonger. The content chronicled the fish's final hours before arriving at the fish counter. It also proved it was fresh, as Snapchat Stories only last for 24 hours -- so, if there was a story behind the origin label, that meant that the fish had arrived that day.