“Free Finds You” focuses on emotional payoff of unexpected gifts
New England grocery store chain Big Y Foods has rolled out “Free Finds You,” a new integrated campaign from advertising agency VIA that celebrates loyalty rewards through bizarrely funny moments inspired by the thrill of unexpectedly getting something for nothing.
Instead of focusing on discounts or points, the campaign focuses on the emotional payoff of discovering free products through myBigY Rewards. The ads imagine everyday moments punctuated by free groceries appearing in unusual places: a steaming rotisserie chicken inside a car’s glovebox instead of registration papers, a baguette usurping wedding rings at the altar, and a head of lettuce rolling back from a bowling lane rather than a bowling ball.
Having launched on June 29 across broadcast, online video, digital, social, influencer and experimental channels throughout Connecticut and Massachusetts, the effort is supported by a digital activation that gives myBigY Rewards members unexpected free items during the campaign…