Launching a new ethical independent high street supermarket
hiSbe is a new independent supermarket and social enterprise that stands for how it Should be. Guided by their manifesto of principles, hiSbe puts ‘happiness before profits’, supplying ethically sourced produce at affordable prices.
Inspired by their stated aims, Fugu stepped in to manage the launch of the pilot store in Brighton. Working to tight deadlines, we decided to focus on promoting hiSbe’s strong brand narrative across all media and creating a launch event with high profile attendees.
Our campaign generated extensive media interest with features in both The Observer and Independent, as well as stories in key trade titles, such as The Grocer. More importantly, however, was our engagement of local print and broadcast media, ensuring a regular stream of news both before and after the launch to reach their key audience of local shoppers.
We are now engaged in building the hiSbe brand in the wider community. They were also runner-up at this year’s Observer Ethical Awards.