The Problem
RedMart is already the market leader in Singapore's online grocery category. BUT Singaporeans, out of habit and scepticism, would much rather pick out their fresh foods in person. This is due to misconceptions on how online retailers handle and package them.

How can we change the way Singaporeans shop for fresh foods?

The Idea
We created 'Freshness Recognition' — a mark of quality assurance and a campaign device to educate consumers on RedMart's innovation in handling fresh food items. 

We also tackled Singaporean's overactive imagination about the mishandling of fresh foods with overimaginative films showcasing RedMart's innovations in produce handling