Swiggy launched a new business proposition for unique and hard to find groceries: Handpicked. Through an established USP of same-day delivery for Swiggy, the proposition aimed at highlighting rare groceries from regional and global markets. Handpicked, catered to those with special cravings or those who aim to cook with hard to find ingredients.—– 

A series of briefs were received in lieu of highlighting this new Beta service being provided within a 12 km aerial radius of Bellandur. Each brief was aimed at raising awareness and creating an impact with the service communication.—–

The briefs are as follows:

First Order Box: Through online and offline communication, white-listed customers were gifted a First Order Box, the curation of which along with a card was to be made by our team. (box)

Store Front: Swiggy has a unique and identifiable store interface, each tile needed to be made for a specific category, topical or part of the store. (sh)

Social Media: This included the social media calendar across, CRM, Emailer and branding requirements. 

This also included things like app upgradation, influencer campaigns and weekly campaigns. (ig feed) (emailer2x) (highlight covers)

Each brief with an established tone of voice of being friendly and classy, needed to be met to push the overall communication forward and met within 12 hours of receiving the same. (doodles)

As a new vertical for Handpicked, the team took a collaborative approach with the client’s side by having working sessions, briefing and brainstorming calls that all enabled in ensuring that the best output was put ahead. By personifying the brand and streamlining the communication through external and internal teams, we were able to deliver the required. (ads)

For each activation and brief, the team held extensive internal brainstorms that had ideas flowing and to further understand the brand in whole. As a new approach, Swiggy Handpicked’s brand guidelines were set while learning on the job, which allowed for experimentation and a more in depth understanding of the requirements. (ads)