2023 Winner

CASE SUMMARY

Voilà, a grocery delivery service owned by Sobeys, faced stiff competition from established players in the market and struggled to gain traction among its millennial target audience. To overcome this, they turned to TikTok, a platform that's known for creating viral food trends, and created a unique platform called "Trending 2 Table". This platform allowed users to easily purchase all the ingredients for a viral recipe they saw on TikTok with just a few clicks, and have it delivered to their doorstep by Voilà.

To identify trending recipes, Voilà built a bespoke Voilà Trend Index that ingested data from various sources, such as TikTok trends, Google insights, Pinterest trends, social listening, culture and content trends, and even Voilà's first-party search and sales data. They then used this data to predict which recipes were about to take off and had a team of food creators on standby to rapidly develop recipes based on these trends. Once a recipe went viral, Voilà was able to convert shoppers immediately by taking them directly from the recipe video to a purchase page with a cart pre-populated with all the necessary ingredients.

This platform-first approach was able to tap into TikTok's #MadeMeBuyIt behavior and made Voilà the first grocery delivery brand in Canada to tap into viral eCommerce and drive private label sales. As a result, Trending 2 Table turned trends into transactions and led to an 8x increase in Voilà orders, 11x increase in new Voilà customers, and 200%+ higher clickthrough rate. This successful social media performance marketing platform will continue to be used to efficiently drive new user acquisition and orders for Voilà.

Credits

Client: Voila
Client Credits:
Sarah Joyce: SVP, Ecommerce
Director of Marketing: Emily Demeo
Dayna Barron: Creative Lead
Marketing Manager: Veronique Auger
Customer Retention Manager: Elizabeth Oteng-Pabi
Performance Marketing Manager: Adi Jhamb
Agency: FCB Canada
Agency Credits:
Chief Creative Officer: Nancy Crimi-Lamanna
Executive Creative Director: Rob Sturch
Group Creative Director:Troy McGuinness
Creative Director: Mike Kotevich
Associate Creative Director: Josh Haupert
Associate Creative Director: Ben Playford
Art Director: Rowan McCormick
Senior Copywriter: Cathy Barbarossa
VP, Managing Director: Ricky Jacobs
VP, Managing Director: Tim Welsh
VP, Group Account Director: Hanh Vo
Group Account Director: Blake Connolly
Group Account Director: Melissa Legault
Account Supervisor: Maddie Milligan
Account Supervisor: Simran Dhamija
Account Executive: Alecia Forgeard
Sr. Strategist: Simran Kaur
VP Strategy Director: John Fung
Group Strategy Director: Paul Hanlon
VP, Content: Nat Tubanos
Strategy Director, Content Strategy: Daisy Qin
VP Strategy Director: Jesse Gilbert
Strategist: Allison Lochhead
Director, Integrated Producer: Maia Spetter
Sr. Integrated Producer: Kathryn Brown
Integrated Producer: Isabelle Leduc-Vallieres
Editor VFX: Tyler Strahl
Audio: Sidhartha Popli
Data Analyst: Jim Lee
Jr. Data Analyst: Veronika Kizhlo