ITG and Harris Teeter

The Challenge

We had also previously worked on campaigns for the Harris Teeter fuel points program, which sees VIC card holders earn a point for every dollar they spend in-store, and now sought to expand on our existing content. While many people were collecting fuel points, they weren’t always aware of how simple it was to capitalize on the discounts.

Key challenges for Harris Teeter included:

A tight deadline, roughly half the typical time it would take to deliver three TV spots of this scale

Shooting three spots in two days, without closing down stores during normal opening hours

Full Halo content rollout across TV, radio, social media, static media, and more

Driving awareness and sales through compelling storytelling

The Solution

Shot in just two days, largely overnight to avoid closing down stores, this required a hands-on attitude and close collaboration with Harris Teeter at every stage of the process to maximize efficiency — an approach that is only possible with a close and trusting partnership.

For the first ‘In Food With Love’ spot, we focused on real Harris Teeter associates, describing what they think it means to be ‘In Food With Love’. We demonstrated why it’s so important to them, and how they live up to the brand’s campaign by exuding passion and attention to detail across every aspect of their role — whether that’s the extra care that goes into handling and showcasing ingredients, to going out of their way to serve their customers.

The second ‘In Food With Love’ TV spot took a manifesto approach that defined what the campaign means through the voice of Harris Teeter. Spotlighting beautiful food, this spot was anthemic in tone, and leaned into the connections that people build through a shared love of food.

Our piece for the fuel points program starred a die-hard fuel points fan, keeping the tone light and fun without detracting from the message. Progressing from our previous work on this initiative, we moved the messaging further down the funnel, from how it works, to how customers can easily benefit.

These three hero spots were then translated into Halo content for a number of different channels and formats, including TV, radio, social media, static media, and more.

Results and Impact

Conclusion

Our triple-award-winning TV spots, executed through multichannel, multi-format Halo content, have proven hugely successful in driving awareness around Harris Teeter’s brand and fuel points program. Delivered at speed against a tight deadline, we were able to work collaboratively with the Harris Teeter team to create compelling content that has been recognized for its excellence in the wider industry.