Mon, 09 May 2022 07:41:56 GMT
Roses. Playdough sculptures. Macaroni cards. For decades these 'default' gifts have become the Mother's Day norm. But for many moms, these gifts aren’t really the gifts they want. That's why Goodfood, the online grocery and meal kit provider that brings food dreams to life, wanted to give moms a taste of what they really hungered for.
In partnership with AOR john st. (who pitched and won the business in September 2021), Goodfood created A Goodfood Fantasy, a series of wanton novellas where the object of desire is what most moms lust over most – delicious food.
“We hope these novellas brought a little joy to moms across Canada for Mother’s Day,” says Lauren Turchet, Senior Marketing & Communications Manager at Goodfood. “Sultry stories with a side of sriracha, we want moms & household meal planners to see that Goodfood can help deliver them delicious groceries in as fast as 30 minutes along with meal kits that match the food they’re fantasizing about.”
The three sagas, The Temptation of Fast Groceries, Love at First Bite, and The Food She Desired, feature unique and spicy storylines, but each resolves with moms satiating their deepest food desires.
In the week leading up to Mother’s Day, softcover A Goodfood Fantasy novellas were released to select social media influencers, with cover art paying homage to romantic novels of yester year. Six-second teaser videos also started appearing on Goodfood’s social channels, with a full-length video revealed on May 6th.
“We asked ourselves, what’s the one thing Mother’s Day isn’t, and the answer was, sexy. This idea definitely bucks against what brands traditionally do for Mother’s Day, but it also eschews the format of the romance genre, with both straight and queer characters looking for lust in a bag of groceries,” says Cher Campbell, CCO at john st.
And while not everyone was lucky enough to get their own softcover copy of A Goodfood Fantasy, moms everywhere could curl up with the novella of their choice at https://blog.makegoodfood.ca and @goodfoodca on Instagram, with the opportunity to snag promo codes along the way.
A Goodfood Fantasy runs online and on Goodfood’s social channels nationally on Mother’s Day and through May. PR support for the campaign was led by MSL.view more - Creative
Categories: Retail and Restaurants , Supermarketsjohn st., Mon, 09 May 2022 07:41:56 GMT