Choice That Motivates

Mercator has countless reasons why people choose it: from its wide range and convenience to the different ways of shopping it offers. How do you find a single platform idea within all these reasons – one that is simple enough for customers to remember, yet broad enough for the brand to build on over the long term?

We started with a simple insight: people like having a sense of choice. Not only when choosing between products, flavours and brands, but also when choosing how to shop.

This led to the Choice That Motivates communication platform, which translates Mercator’s breadth into a personal experience and a genuine customer benefit. At Mercator, we can choose between the familiar and the new, assisted service and self-service, a small and a large shop, a quick solution and advice from staff. Between a traditional checkout and Tik Tak checkout, a nearby store and an online order, cooking from scratch and a ready-made meal.

In the central campaign, we showed through different people, their different needs and, above all, their different shopping habits, that there is no single right way to shop. One person comes in for one thing, while another fills a trolley for the whole week. One is looking for inspiration for lunch, while another is looking for the quickest way to get through a day without cooking. Mercator enables each and every one of them to choose what works for them.

We designed the platform as a long-term, flexible communication system that seamlessly connects different aspects of Mercator’s offering and shopping experience.

We presented Mercator’s traditional strength – its breadth of choice – in a contemporary and personal way.

We expanded the idea of choice from products to the entire shopping experience.

We created a long-term platform connecting brand, sales, service and socially responsible communications.

We established a flexible creative framework for different campaigns, offers, services and Mercator projects.