New Market Launch
Marketing for a new market launch in Toronto as a part of Farm Boy’s ongoing retail expansion.
Farm Boy is a grocery chain based in Ottawa and has enjoyed a successful expansion throughout Ontario. In 2018, Farm Boy made its first move into Toronto and needed support with a new market entry. Located in the Alderwood neighbourhood of Etobicoke, Farm Boy was faced with a new demographic and did not have the brand recognition that had been fostered in Ottawa. Used to relying on methods of radio, print, television, and billboard advertising in Ottawa, Farm Boy’s past tactics no longer covered the same volume and breadth of audience with Toronto’s diverse population and numerous media outlets.
marketing. strategy. technology.
Iversoft kicked off the campaign with thorough market research of the community and competitors of the Alderwood neighbourhood, identifying an ethnic and generational diversity that were not represented in the competition’s marketing efforts. To prepare for the launch, Iversoft executed on two ad campaigns, influencer partnerships, and establishing a unified digital presence. In order to attract new high value customers, Iversoft used a “Coming Soon” ad campaign on social platforms, increasing brand awareness locally with a reach of 143,255 and acquiring 877 unique emails.
Iversoft also focused on Toronto’s commuter population by running a campaign to promote Farm Boy’s salad bar app, incentivizing downloads and user retention with in-store rewards. Over the course of the app download campaign, Iversoft drove 4,758 unique users to the landing page, resulting in 1000 new app downloads. Going digital with Farm Boy’s marketing efforts represented a stark deviation from their previous campaigns, but gave the company precise ROI for website traffic, email capture, app downloads, and social media engagement.
Email Campaign Development