Stop & Shop/Giant: Healthy Ideas
Challenge: Stop & Shop/Giant developed Healthy Ideas, a labeling program designed to assist customers with making healthy food choices quickly and easily, and wanted to understand the viability of this program, pre-launch.
Objective: To gain an in-depth understanding of perceptions of the Healthy Ideas program concept, the most motivating/compelling elements of the program, key strengths/weaknesses relative to competitive labeling programs, and reactions to alternative messaging for the concept.
Solution: Focus groups were conducted among key shoppers of Stop & Shop/Giant, as well as shoppers of key competitors, who were concerned about healthy eating, using some interactive shopping exercises related to labeling.
Result: Plan-it’s recommendations helped shape final development of the Healthy Ideas program. In addition, Plan-it made specific recommendations for communications, messaging and store promotions to build awareness among customers. The Healthy Ideas program was launched and has been extremely successful.