Zapp / Want It. Zapp it

Inspiring the UK public to live in the moment.

In a post-COVID explosion, multiple grocery delivery services hit the UK market - each one as undifferentiated as the next.

Working with Zapp, we agreed that to cut through, we had to elevate above the category conventions of convenience and talk about the human, emotional benefit of the service.

By speaking to users, we found that services such as Zapp rarely replaced the weekly shop, but were rather used to meet very specific, very personal, and very immediate needs. So by exploring the concept of spontaneity, we found an opportunity for Zapp to be a brand that empowers people to live in the moment.

By enabling users to embrace life events or impromptu cravings 24/7, we could inspire them to live in the moment - a behaviour which itself enables us to break free from routine, be our most authentic selves and create lasting memories.

We then broke down Zapp’s core audiences and identified specific spontaneous moments and the products most readily associated with them. By doing this we were able to also promote cross-selling and encourage customers to pair items that wouldn’t normally exist in the same digital basket.

The resulting campaign ran extensively in OOH and transport media and has since been adopted by Zapp as a central tenet of its brand positioning - including how the service is promoted in the app store.