Amazon Fresh delivered a rare strategic opportunity: a new grocery brand entering a very old category at a very unusual moment.

Born online and expanding into physical stores in the wake of COVID-19, Amazon Fresh had none of the legacy baggage of traditional grocers and brought arguably the biggest advancement in grocery shopping since sliced bread with the Dash Cart. The smart cart automatically scans items as you place them inside, creating an experience consumers found genuinely delightful. It gave Amazon Fresh something most competitors were struggling to manufacture: a sense of discovery and magic.

At the same time, COVID-19 had flipped grocery behavior on its head, taking online grocery shopping from a niche behavior to a mainstream habit. More time at home and on social had also reignited our interest in cooking — and in watching other people do it.

Cultural Truth

Creators were turning the entire grocery journey into entertainment.
TikTok made everything from grocery hauls and fridge restocks to meal prep, cooking hacks, and plating oddly satisfying to watch.

Creators weren't just showing us what to eat. They were showing us how to shop, prep, and cook. Yet traditional grocery advertising was still largely focused on the destination: the beautifully styled meal.

Brand Opportunity

Traditional grocery advertising ends at the meal.
Amazon Fresh could own the entire journey with creators as our sous chefs.

CRAVE → PLAN → SHOP → STOCK → PREP → COOK → PLATE → EAT

Rather than simply asking creators to endorse Amazon Fresh, we'd build around what makes their content compelling in the first place: their recipes, rituals, hacks, personalities, and specific ways of moving through the grocery journey.

The Strategic Idea

FROM PREP TO PLATING, AMAZON FRESH
ADDS A DASH OF MAGIC EVERY STEP OF THE WAY.

We’ll follow creators’ recipes for success, making every step of the grocery journey fun to watch and easy to replicate — from what goes in the cart to what comes out of the oven — while folding in culturally rich food stories that give audiences more to chew on.