UM and FreshCo team up to promote the discount banner’s value proposition in its latest campaign highlighting the idea of being “valuelicious.” The campaign aims to alleviate inflation’s impact at the grocery store and remove the stress of shopping by allowing customers to redeem Scene+ points for free groceries.

The integrated media campaign includes radio, OLV, social, and influencer content, with strategic lower funnel tactics driving to FreshCo’s app. In order to resonate with diverse consumers across the South Asian community, the campaign will also be brought alive in regional languages like Tagalog and Hinglish.

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