Cannes Lions

What's in it ?

TBWA\PARIS / SYSTEME U / 2019

Overview

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Credits

Overview

Background

1/Since its creation, U stores have been fighting for food quality, starting with the removal of more than 100 controversial ingredients from over 6000 of their products. But in the wake of numerous food industry scandals, consumers have ended up distrusting the food they eat, whatever food brands or retailers may have been telling them for the past years. Despite all the talking of CSR, a recent study by the World Health Organisation has found that 1 in 5 deaths are caused by the food we eat. Consumers do not take food brands’ and retailers’ words for granted, they want to see for themselves.

2/Find a way for U Stores, 4th largest food retailer in France with 1,500 stores to help French consumers eat better, and leverage their 10 years’ commitment against nasties.

3/Position U as the leading leading trustworthy retailer when it comes to food transparency and better food.

Idea

What’s In It, the app that offers consumers to eat well, hunting and removing nasty ingredients from their food. The app has been developed by U Stores with its own customers as well as the whole market in mind, making it functional for all food brands and all retail stores, even at competitors’. The app indexes over 600,000 food products thanks to a partnership with Open Food Facts, the ‘Wikipedia of Food’.

The scan feature immediately gives access to a product ID card, with emphasis on the nasty ingredients contained therein. The search feature surfaces the best products with respect to the quality of their ingredients. The filter feature offers users to exclude nasty ingredients from the products they buy and the food they eat.

Strategy

First the main Google trends around food transparency were identified so as to create app features (e.g. scan) that would be relevant to consumers. Then a partnership was established with the Wikipedia of food, Open Food Facts, wherein U Stores helped the open database platform improve its nasty detection accuracy rates by 10%, and could in return use the whole database containing 600,000+ products.

• Data interpretation

The data analysis told us the difficulties encountered by french customers on the product information decryption. It confirms also that this issue was transgenerational and cross-segment : Every french customers had the same difficulties. U Stores can now leverage the trending product scans or ingredient searches within the What’s In It app to direct its efforts in the right direction (removing nasty ingredients that constitute primary concerns for consumers).

• Targeting

All consumers interested in eating better (circa 90% of the French population). Our main goal was to ease the access on food data on a global population. It asks us to keep the app as simple as possible. We worked with customer panels to get feedbacks on the tool and adjust the UX of the app.

Execution

• Implementation

The app was designed and built over the course of 2018, before a public launch in September of 2018 with the support of a 360 media campaign (September-November 2018) and an ongoing digital download campaign (uninterrupted since September 2018).

• Timeline

- September 2018: Launch on App Stores (iOS & Android) in France (under the French name “Y’A Quoi Dedans”)

- September-November 2018: 360 media campaign

- September 2018-ongoing: digital download campaign

- Q4 2019: V2 of What’s In it

• Placement

- App Stores (Play Store & Apple)

- TV, In-Store, Online Videos, PR

- Google UAC (Universal App Campaign) & Facebook Mobile Downloads

• Scale

France-wide

Outcome