Launching the first Canadian grocery store for South Asians.
| Role | Branding & Copywriting | ||
| Client | Chalo FreshCo | ||
| Project | Branding & Launch | ||
| Agency | Barret & Welsh, Toronto | ||
| Year | 2015 | ||
| Achievements | Marketing Awards Toronto, 2016 |
Silver: Multicultural Print Silver: Multicultural Integrated |
|
| Summit Awards Toronto, 2016 |
Gold: New Product Launch | ||
| EMMAs Toronto, 2016 |
Gold: The EMMAs are awarded by NAMIC, the premier advocacy organization for multi-ethnic diversity in communications in North America. |
Sobeys, Canada's second-largest grocery company, WANTED TO BRAND AND LAUNCH a one-stop, FIRST-OF-ITS KIND grocery STORE aimed at South Asians.
We invented Chalo FreshCo- a new grocery brand for a new Canada. The word 'Chalo' literally means "let's go!" in several South Asian languages and works much the same way that "andiamo" works in Italian or "allez" in French.
It's a welcome and a call to action rolled right into the name and, rather pleasantly, it rhymes with hullo! The logo we designed used fresh produce that is iconic in Indian cuisine: a lime, with a hot chilli pepper, for some extra spark.
