Lucky’s Market is not your average, corporate grocer. The “weird but lovable” brand champions the 99%, offering organic goods at prices people can actually afford. And it’s working. They are growing with gusto, opening stores across the nation at breakneck speed.
When they began their rapid expansion in 2016, they were reticent to create a brand level social presence. They wondered how they could possibly capture Lucky’s irreverent lightning in a digital bottle and build an engaged community around it. Enter Fact & Fiction.
We launched Lucky’s national social media presence with a branding campaign (see here) that introduced the ethos of the grocery store and spoke directly to their core audiences. Then we developed their "weird but lovable" personality into quick-turn and high quality content that we amplified with highly targeted paid media. With a focus on engagement over followers, we created videos, photography, animations, illustrations, gifs, boomerangs, etc. that entertained, educated, and connected with our audience on an emotional level at a cadence that made sure Lucky’s was always top of mind.
Lucky’s Market credits our work with having helped them find their voice as a larger brand. In one year we created a net sentiment of 97%, achieving social platform growth of 129% on Facebook and 353% on Instagram. We’ve helped introduce the brand to new communities, resulting in increased foot traffic during opening weeks, and our tactics for social-led sales events drove 3X sales across stores nationwide.
Oh, and we've had one hell of a good time making all of this happen.
Lucky's Market's capacity for fun is matched by its desire to give back to the communities in which it operates. The Lucky's Community Project is an ongoing endeavor to create lasting change in the communities they serve, championing initiatives that support healthy communities, youth and education, sustainability, and resilience. To create awareness of this vital brand pillar, our team travelled to Lucky's locations across the country, meeting with community members directly involved and impacted by the project―capturing the living, breathing initiatives in action.
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