Simply Delicious Meals

Sam's Club asked Rockfish to create a campaign that would help transform the perception that Sam's Club is only a destination for office supplies, paper goods and non-perishables. They wanted to target the weekly grocery trip and make Sam's Club the destination for everything a mom needs to put dinner on the table for an entire week. It was our challenge to educate consumers on how to prep, store, and eat food throughout the week to reduce waste so customers could experience the bulk savings on all their grocery shopping needs. Rockfish created Simply Delicious Meals, a program that provides users with tips and tricks on how to store, freeze, and prep different food items to make them last. We also provided users with "7 ways to use" recipes that gave users ideas on different ways to prepare a single ingredient so it could be used over the course of a week. Sam's Club leveraged the entire digital ecosystem to promote the Simply Delicious Meals campaign including email, direct mail, integration with their mobile application and social postings to drive to the microsite. The Simply Delicious Meals campaign is still in market but to date averages 3,000 recipe downloads a month averaging 40% of visitors.

Technologies Used: .NET 4.0, HTML5, MS MVC 3 Razor, Entity Framework, Rockfish Chorus CMS