bfresh Grand Opening
bfresh is a new grocery store chain that positions itself as being hyper-local to its community and providing fresh products at affordable prices. They came to us with a lean $25,000 budget and asked us to come up with an Grand Opening activation / campaign for Allston, MA – a neighborhood in Boston that is predominately home to college students.
Because of the large number of college students living in the area, the majority of apartments turn over on September 1. The phenomenon of thousands of people moving out of apartments mixed with thousands of people moving into apartments became known as Allston Chrstimas, due to the amount of “presents” one could find by walking up and down the neighborhood streets.
The bfresh Grand Opening coincided with Allston Christmas. Sticking to the idea of hyper-local, building our activation around the theme of Allston Christmas was a no brainer.