While the pandemic has brought out the cooks and bakers in some, let’s face it—many of us would fare much better spending as little time as possible in the kitchen. Enter North Carolina-based grocery chain Lowes Foods.
For those of us who aren’t handy with knives, peelers and graters, the supermarket has a special offering. Each store is equipped with a “Pick and Prep” station, where customers can drop off their purchases to be sliced, seeded, minced, diced and more as they continue their shopping. A new campaign created out of Walrus celebrates that with the incongruously-named “Choptober” event, running over six weeks this summer.
The campaign consists of a spot mimicking those familiar low-budget personal injury attorney ads. But instead of appealing to victims of traffic accidents or malpractice suits, its protagonist targets klutzes maimed or injured during food prep mishaps like “carrot fingers” and “grate and scrape.” The ad also features a working hotline number which if called will help consumers identify the produce culprit responsible for their boo-boos.
The campaign spans TV, digital video and audio, social, display, search, in-store and out of home, including unconventional billboard ads that are segmented like sliced goods from “Pick and Prep” stations and signs promoting "accessories" for food prep victims—like band-aids.
“In naming the [Choptober] event, we took some inspiration from the old Crazy Eddie ads back in the ‘80s where he would do the President’s Day Sale in August,” explained Walrus CCO Deacon Webster in a statement.
Going all out with the campaign was simply about living up to the client’s passion. “Lowes Foods really really loves what they do—maybe to the point of obsession,” Webster said.