AMAZON ALEXA VOICE SHOPPING + WHOLE FOODS LAUNCH

At a time when consumers were still very skeptical about fresh food delivery, and many Amazon Alexa owners primary use of their fancy devices was to do little more than play Spotify music or set kitchen timers - we were asked to develop a creative campaign to launch the voice shopping portion of the Amazon + Whole Food partnership.

BUILDING TRUST THROUGH HABIT

We knew it was an ambitious ask, if not unrealistic, to get somebody who barely trusted their Amazon Alexa device to play a correct song to now voice order fresh salmon and cage free eggs for delivery. Enhancing customer trust in voice shopping would be key to the campaign success, so we pivoted hard from the client brief. Instead of focusing on “Alexa, order [food]”, a commitment that we felt to be a barrier of entry, we concentrated our campaign’s effort around building an entirely new customer voice habit with the device, “Alexa, add [food] to my cart”.

Built on the insight that we humans forget things constantly (fact), including grocery items at the store which we’ll regret not purchasing later, we successfully repositioned Amazon Alexa as a voice tool to help you add items to your Whole Foods shopping list at the exact moment you realized you needed them. Then later, you could comfortably purchase your cart from your phone– a shopping behavior we’re all too used to already. As opposed to an overly ambitions and unrealistic ask, this felt easy, low risk, and helpful to Amazon Alexa owners.

CW: Ransom Haywood
CD: Ashley Andrews