Grace Foods
Coconut Water
Coconut Water
To reinforce Grace’s leadership position in the GTA, we created a summer awareness campaign starting with the Toronto Transit Commission (TTC) subway takeover, and stations billboards, followed by social, digital and guerilla marketing with #HydratewithGrace.
Art Direction
Cookie Chan
Copywriting
Stephen Sussman
Grace has long pioneered the industry with a long history of guaranteed quality. We wanted to keep Grace’s proud Caribbean heritage at the core of this campaign so we connected the Canadian hunger for great tasting coconut water to the Caribbean tradition only Grace can offer. The focus can be tailored to a wide Canadian demographic from Gen Z to millennials.
THE OOH LAUNCH
TTC, PATH, GARDINER EXPRESSWAY
We released the billboard across 9 TTC stations, PATH and the best spot in the GTA, the Gardiner Expressway to get people’s attentions.
PRINT & DIGITAL
FOODISM MAGAZINE, ON-THE-GO MAGAZINE
Highlighting the Canadian cultural aspect of the campaign, we had various faces in print and digital banners to drive traffic to ALLTHINGSCOCONUT.CA.
INSTAGRAM
PARTNERSHIP WITH INFLUENCERS
We partnered with popular bloggers like Marlie Cohen and Krystle to generate more buzz.
COOKING WITH GRACE RECIPES
Showcase recipes using Grace Coconut water while emphasising its health benefits.
GUERILLA
COMMUNITY OUTREACH WITH TRICYCLE
Executed activations in high traffic areas like the Rogers Center within Toronto on hot days by distributing Grace Coconut Water as a sampling tactic to increase direct customer engagement.
F45 TRAINING GYMS
We provided products at gyms to increase product sampling and #HydateWithGrace social mentions online. The chosen gyms were frequented by health conscious people from crossfitters to yoga-lovers to daily people who are working out for the first time.
RESULT
15M+
Outdoor Impressions
212.2%
Twitter Engagement Growth
164.9%
Instagram Engagement Growth
66.4%
Facebook Impression Growth