Challenge: How do you make a grocery rewards program feel joyful rather than merely transactional?

Idea: Leveraging Big Y's legacy, a family-owned business built on service, quality, and customer joy, we reframed their rewards program to do the same; trading the grind of accumulating points for the thrill of discovering free food. So in even the most unexpected places, free finds you.

Consequence
Changing a rewards program from points to pleasure