Vicinity Centres in partnership with Australia’s biggest supermarket chain, Woolworths, helped singles find love down their supermarket aisles.

To do this, on Valentine’s Day, they rolled out Love Trolleys in-store; a shopping trolley re-imagined for two. Singles could do their weekly shop together using the one trolley and find out if they were compatible by placing shared items in a heart-shaped compartment in the middle.

The supermarket is full of millions of singles, each doing their grocery shopping, but with no way to approach a handsome stranger, this was a missed opportunity for them to connect. Vicinity and Woolworths decided to turn this opportunity into a reality by giving singles an easy way to meet someone in the supermarket, helping them find love.

We launched Love Trolleys nationally, targeting our audience on the worst day of the year to be single; Valentine’s Day. We put a call-out to singles through media that they use daily in order to find love. We tactically advertised on online dating sites such as RSVP, offering singles a new experience to meet someone offline.

We created radio spots bringing to life Supermarket Love scenarios so as singles could get a taste of what to expect if they signed-up for the Love Trolley.

We also targeted singles, where they are reminded daily of their single relationship status- Facebook. Amongst the endless feed of engagement notices, wedding profile pictures and new-born babies, we suggested singles to try a new experience at their local Woolworths.

Increased store traffic by 30% on the week of launch and increase overall footfall in Vicinity centres as part of a broader brand campaign.

2,200 enquiries were made online in the first week of launch with limited advertising spend.

Audience impact through earned media including National press, National free-to-air television and National radio equalled 21,053,376 impressions.

Secured five-minute segment on the Today show, highest rating morning program across Australia and our story was the only Valentine’s Day piece covered.

We secured eight minutes of Australia’s most popular morning radio program, Fitzy and Wippa on Nova 969 with audiences calling in to discuss their own Supermarket encounters. The comedy duo even re-wrote a Rihanna song and an Aerosmith song about Supermarket Love.

Overall, we gave singles an opportunity to adopt a new shopping behaviour, creating a new way to date in the real world, increasing their chances of finding their soulmate