Walgreens on-premise

Strategic partnerships played a pivotal role in our marketing endeavors as they enabled us to collaborate and work with established brands, work within their operating spaces, and leverage their existing customers to enable us to sell more of our products by proxy. Walgreens was a core pillar of that strategy as it allowed us to embed our Fridges into their stores and establish a healthy line of products geared toward wellness and healthier lifestyles–which is pivotal for a health and wellness company.

The below assets highlight some of the assets and channels we utilized to better establish Farmer’s Fridge as a new player in their store’s footprint, which in turn enabled us to track exactly how each installation was performing as a result of the machine's placement within them.

Points of view

Most of the Walgreens that were chosen for the initial pilot partnerships were located in Chicago’s loop, which is the core of the city’s commercial and office buildings. All locations were located on the ground floor of multi-story towers with direct access to the street for customers walking past, this allowed us to understand the key vantage points in which our Fridges were being seen.

One key area was the interior elevators along the walls of the stores which were typically located near the pharmacy section, which in turn, was near where we had established our Fridge locations. This allowed us to maintain a heavy brand presence in that area without compromising on existing floor space being operated by Walgreens primarily.

We employed a rotating suite of vinyl options to be installed, tested, and replaced as the pilot progressed further.

Many areas outside of the immediate area of the Fridge needed to have messaging that would alert customers to the presence of the actual machine, inside of the stores themselves. Two main areas were the initial entryway of each store, along with the aisles directly adjacent to the Fridges.

With the former, it was important to immediately engage with potential buyers as this could be the first point of reference for the brand as a whole; it was in our best interest to leverage value propositions such as reduced sale price for first-time purchasers, as well as using highly stylize imagery of the products to solidify the menu items as appealing and enticing.

With the latter, we utilized shelf talkers or “shelf interrupters” as tools to increase sight lights within an already crowded aisle filled with conflicting merchandise with contrasting color palettes. These were highly effective as they corroborated the value proposition we established in the front of the store by compounding that language with an understanding of how valuable our products could be with financials in mind.