MULLENLOWE ATHENS and My market have just released a repositioning campaign in the market, both strategically and creatively. The term ‘family’ is revisited under new light. The campaign emphasizes on the idea that any kind of care and love creates bonds that form it. It is not a matter of blood but a matter of care and the importance of it for people to build on relationships.
The My market team were looking for a campaign that puts human love under the spotlight. Humans that take care of other humans, always assuring that they are well taken after. This is mostly a role, not a fact that comes with labels in a ‘family’ structure. The main message ‘Together for what you love’ is a strong statement that emphasizes on care that is mutual. My market and their customers are in this together, assisting one another to achieve that goal.
In the main TVC we see people of different ages, in various states of their lives and their relationships that take care of others, simply out of pure love. The images stay with us and so does the music, the timeless ‘Take On Me’ song by the legendary A-HA. MUSOU has ‘revisited’ the song beautifully. STEFI has delivered an aesthetically pleasing production and Stathis Mourdokoutas, the director, has signed a video that undoubtedly leaves the viewer with a sense of optimism.
The campaign consists of two more videos addressing two of the most important strategic pillars for My market and its customers as well: the quality and freshness of the products as well as the friendly service in all its shops, accordingly.
The first presents the ‘seed to shelf’ process for fresh products, and the second depicts the warm and friendly service of its staff. Both pillars are crucial and in the core of My market philosophy.
Finally, the new campaign incorporates and successfully presents an updated and fully renewed branding that also includes a logo facelift. By preserving the main colours and adding new, more flexible applications the branding turns the check icon into its visual hero.
The campaign will be on with a full 360 plan, both online and offline.
