People want better, fresher and healthier food. But supermarkets are dominating the landscape and crafts stores like bakeries, butchers and greengrocers are disappearing. Also, while e-commerce helps smaller retailers become successful with better and more sustainable products, the e-commerce grocery business lags far behind. Only 3% of grocery shopping is done online. Also, the online market for locally grown, fresh food is small and not so well organised.

Crisp is the online marketplace for everyone who wants better everyday food. Crisp is on a mission to make better food available for the many. Crisp focuses on super fresh and seasonal food, directly stocked from 500 suppliers. To achieve its mission, Crisp needs to make better daily groceries accessible for a wide audience that comes back on a regular basis.

Crisp is next-generation retail, with an ambitious purpose, a smart business model and innovative technology. But that alone doesn’t make you a successful disruptor. Thanks to rapid prototyping and user testing, we arrived at the ultimate easy user experience. A super intuitive and inspiring shopper experience, made for the mobile era. Every success screen is a happy moment. Live tracking for delivery and integrated personal service through WhatsApp, complete the experience.

Crisp is super fresh and local. Therefore the identity we designed follows the seasons. The flexible logo changes every month to highlight a fresh and seasonal product. We deliberately chose for a colourful set of colours, fresh photography and tasty photography, used in out-of-home, mobile ads, social media content and all owned touch points, including the app itself, making navigation a joy every time.

Two insights have led to the idea: (1) Regular supermarkets are the competitors. Small suppliers are more focussed on analog and don’t have proper organisation. Online initiatives are small scale. And (2) Grocery shopping is a habit. And habits take time to change, about 66 days. If we want to cater for daily groceries, we need more than just luxury products.

Strategy: We won’t make premium grocery shopping easier, but we will make daily grocery shopping better.

We do not position Crisp as ‘organic’, ‘local’ or ‘healthy’. Even though almost all Crisp products meet these standards, people will associate this with expensive, luxurious, occasional. We choose to tell a simple story: better taste, super fresh and better quality. In everything we do, we focus on day to day products to convince the consumers of the accessible products. We present the products in an attractive visual style using photography and illustrations.

Rapid prototyping and user testing, resulted in an easy user experience. Full process was executed by a cross-functional team, with people from both client and agency side.

The campaign is based on ‘Trust’, we let people try and taste our products and help customers, chefs, influencers and journalists to share their enthusiasm for Crisp.

We worked together with famous and upcoming Dutch chefs, to show and share recipes they love to make with Crisp products.

We turned fans into influencers using the refer-a-friend method and gave presents. This way we customers are likely to share their positive experiences.

Also we turned influencers into fans. To guarantee credibility we worked with influencers who had ordered themselves. We invited influencers to special events where they could taste Crisp products.

To support the above we used traditional (performance) marketing. A data-set up allowed us to manage the effectiveness and adjust if needed.

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