Brief

After 15 years in business, Quality Greens had four stores in the Okanagan Valley and felt their brand was that of a value-based produce store. They approached Touchpoint to develop a website to provide their customers with a place to view weekly specials and order lunches.

Approach

With an expectation that Quality Greens meant something else to their customers, Touchpoint conducted extensive consumer research through a blend of in-store observation, interviews and surveys. The results supported the initial expectation, and in fact Quality Greens’ customers viewed the brand as “…the next best thing to my own garden”. This key insight informed the strategy and creative as the tagline ‘Down to earth.’ was crafted. The refreshed brand that was developed reflects a well-established purveyor of fresh, wholesome food and a great corporate citizen that contributes in significant ways to their communities.

The rollout of the brand has been introduced through all customer touch points – new signage, packaging, uniforms and bags throughout all of the stores as well as a change in store layout. Touchpoint continues to review the marketing and results.

Results

With the initial launch in Penticton, the new brand has been very well received by customers with increased visitors to the new store. Quality Greens has appreciated increased customer loyalty and increased cheque amounts.