Peapod goes mobile
Chicago -- Online grocer Peapod is taking its “virtual grocery store” concept on the road in a new promotional campaign. The company unveiled the concept at commuter rail stations in Chicago and the Northeast less than a year ago,
Peapod, a division of Ahold USA, will field trucks installed with digital billboards of grocery aisles at community recreation centers, coffee sleeves at local cafes, concert venues and other places.
The trucks will travel to Chicago, Philadelphia, Baltimore, Washington, Boston and New York. The billboards will allow users to scan a QR code to download the PeapodMobile app to their smartphones and then scan other QR codes to shop for items.
"We all know how challenging it can be to get the attention of consumers in a meaningful way," Peapod COO Mike Brennan said. "When we piloted the virtual stores last fall, we found that the advertising stopped people — it engaged them, and we saw mobile app downloads as a result. This go-round, we're exploring new, hyper-local platforms to communicate our convenience message of 'Shop Anywhere, Anytime with Peapod.'"
Stops will include sports stadiums, including Boston’s Fenway Park and Chicago’s Wrigley Field, and concerts by BonJovi, One Direction and Justin Timberlake in Chicago. Items for sale include Barilla pasta, Coca-Cola products and fresh foods.
The retailer will also have a "human billboard" campaign distributing T-shirts and a 2014 Chevrolet Spark outfitted to look like a shopping cart that will cruise the streets of Chicago.