HappyFresh handpicks creative partners for 3 SEA markets

Online grocery platform HappyFresh has beefed up its creative capabilities by appointing agencies C27, Small People Production and Salmon House to manage duties in Malaysia, Indonesia and Thailand, respectively. David Lim (pictured), VP, marketing and MD, Thailand, told MARKETING-INTERACTIVE that both parties have agreed to an ad-hoc working arrangement and there was no full-fledged pitch as it was eyeing agencies recommended by individuals who know the markets well. The process began in late 2020 when HappyFresh began enquiring for referrals and recommendations and it spoke to about two to three creative agencies in each country.

The agencies were evaluated based on three areas: chemistry with the marketing team, willingness to explore fresh ideas, and speed and agility. According to Lim, the three agencies scored well in these areas. Having chemistry with the marketing team is even more crucial during a time when most people in the region are working from home, Lim said. "We don't believe in a client-agency hierarchy so we also make sure the agency gets to reject us if they dislike working with us," he added.

Lim also wanted to ensure that the agencies were open to exploring new ideas and ways of marketing. "Nobody needs to see another ad but if he or she has to, it better be a great one and one that the local audience can relate to," he explained. Additionally, as HappyFresh is in the business of convincing users about its service or product, Lim said the company needs to be quick and flexible, especially in its marketing. "Too much rigidity tends to slow down go-to-market for marketing," he added.

While it is common for brands to streamline duties with one agency across various markets, Lim explained that localisation is key especially when it comes to selling a service that is so personal. The need to convince HappyFresh's target audience to try out online grocery services requires much more than just discounts and promotions. Instead, plenty of education, constant engagement and sometimes even step-by-step instructions are also required to bring them out of an age-old habit of heading to the supermarkets. "This challenge needs to be relatable in every single sense, down to the words used in our content - thus, this can only be achieved by working with different agencies in individual markets," he added.

The campaign in Thailand was launched recently and among the creatives was a three-part video campaign, with the first video rolled out on 1 August. The video opens with the police bursting in to save the victim, only to realise she has a bomb strapped onto her. With the clock ticking, the team debates on whether to cut the blue or red wire and hilarity ensues.

"We have always ensured our personal shoppers are highlighted as part of the online grocery journey since our research has shown the importance of trust and quality of service. Hence, for the campaign in Thailand, we positioned aunty Somsri (a fictional, yet real character) as someone who is larger than life and has much more knowledge than all commoners when it comes to various topics in life," Lim explained. According to him, the team explored several ways on how its personal shoppers can come alive and step up onto the centre stage and this was the angle it decided on. The creative concepts for Malaysia and Indonesia are still in the works. 

"The creative agencies we have decided to work with got very transparent and clear briefs from us and were given a lot of freedom to explore ideas. Personally, I am very excited to see great work coming out of these partnerships in each country as we continue to provide freshly handpicked groceries for families across the countries," Lim said.

Salmon House's co-founder and creative director, Vichai Matakul said this was quite a challenging yet tempting brief to amplify the USP of HappyFresh's personal shopper. In Thailand's cluttered delivery service space, Matakul said the agency has to achieve both marketing and storytelling goals. "We are looking for one simple single-minded idea but outstanding visual and storytelling. Luckily, HappyFresh allows us to do what we do best, to create good storytelling that sells. This has been a long but enjoyable trip working with HappyFresh and I am looking forward to having fun with HappyFresh again in the near future," Matakul added.

Meanwhile, C27 CEO Fazil Fuad said it is no secret that HappyFresh has played a crucial role in the pandemic, connecting consumers with everyday needs. It has also become an actual utility rather than a component of convenience. "We at C27 are extremely excited with the fact that our digital-first creatives have resonated with the stellar team at HappyFresh and hopefully propel the brand further into the hearts of Malaysians," he added.

Small People Production's business lead Maria Immaculatta explained that working with HappyFresh was a unique experience, as the team was challenged to create a stand-out communication to build the new habit for Indonesian customers towards online grocery shopping, yet also break the cluttered category landscape with the brand's focal points. "During this difficult time and with all limitations we have during the pandemic, HappyFresh's Brand Team was cooperative and very open to creative innovations. It brings a warm collaborative nuance between agency and the brand team, and it translated into our distinguished creative outputs as the result of our collaboration," she added.

The agency appointments tie in with HappyFresh's overall aim to double down on brand awareness in Malaysia, Indonesia and Thailand using a hyperlocal strategy. The Indonesian-headquartered company recently bagged US$65 million in series D funding and while it was unable to reveal the exact amount allocated for marketing, Lim told MARKETING-INTERACTIVE previously that it will focus on a hyperlocal strategy to engage local audiences in the three markets. 

He also zeroed in on the personal shopper, a symbol of its high-quality service of freshly handpicked groceries, adding that this USP will continue to take centre stage in its operations. At the same time, with more families seeking new recipes to cook at home, and more consumers watching videos during their free time, HappyFresh is also tapping on this opportunity to engage consumers on various levels. 

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