Food Basics execs talked about pausing Wowza altogether, but decided that wouldn’t be right. “We didn't want our customers to suffer because of COVID,” she said.
The messaging couldn’t be about celebrating a deal, it had to be about what was going on in the world and reminding consumers that it was safe to shop at Food Basics stores, she said. “We wanted to ensure that we were still communicating to them to really let them know that ‘hey, we're here for you.’”
But that was 2020 and now it’s 2022. COVID still (obviously) remains a source of concern, but people are eager to look beyond the pandemic and want to be more optimistic again. Which is why Food Basics brought the “Time of My Life” ad down off the shelf and back on air.
It feels like it’s okay to be a little more celebratory again, said Costa. “We felt that it was the right time to bring out a more lively spot than a boring ‘Shop safely come into our stores, everything is going to be okay.”
“It is a time where customers are feeling more comfortable coming into our stores, and it was a way to really celebrate that things are normalizing a little bit.”