Over 40 years ago, Rabba opened their first store – a small, family-run, neighbourhood market. They have since expanded to over 30 locations across the GTA. However, with this continued growth comes increased competition from larger grocery chains and superstores, as well as smaller, convenience-based stores. Rabba wanted to differentiate themselves from their competition and communicate their advantage: A unique combination of convenience, personal service, value and quality.
We developed a campaign designed to increase store traffic and build brand awareness. We knew that the majority of customers shopped at Rabba for the convenience, which was something we still wanted to emphasize, while also speaking to the quality and variety of Rabba’s product selection.
With stores across the GTA, Rabba services a diverse group of shoppers. We had to be cognizant of those different demographics and tailor our plan accordingly. Utilizing different forms of media – from traditional to digital – we were able to reach consumers at multiple touch points, driving home our message and increasing recognition and recall.
TV allowed us to connect with more than 1.5 million viewers every day in Toronto – a diverse viewership, and critically, 31% of whom represent Rabba’s principle shopper.
Based both on previous success – and its inherent benefits – we decided to maintain Rabba’s radio presence. It allowed us to speak to several different groups and key markets within the GTA.
Social Media allowed us to engage directly with customers, answer their questions, and provide them with compelling, relevant content.
PR gave Rabba editorial visibility and coverage in key media. While third-party endorsement from customers, neighbours, civic leaders and media allowed us to gain affinity and trust. PR was also extremely value for tracking coverage, gathering information on competition, and identifying new opportunities.