Built to Deliver: SNAP Access at Scale
A $10K grant created the opportunity to offer free SNAP delivery from Findlay Market—but awareness and perception were the real barriers. With limited paid media, we built a high-efficiency system that turned delivery into visibility, expanded reach across all 68 neighborhoods, and reframed the market as a food access solution—not just a destination.
CLIENT
Findlay Market
PROJECT
Tap Into Findlay
ROLE
Creative Director
Findlay Market
Ohio’s oldest continuously operating public market—known as a great place for gourmet cheese, fancy chocolate, and getting some quality content for your Insta. But beyond the posts, it’s an urban market and a daily stop for people who walk or bus for groceries, and through its mobile app, now delivers fresh food to all 68 Cincinnati neighborhoods.
Opportunity
SNAP helps low-income families buy groceries, but delivery is usually out of reach because SNAP rarely covers it. A grant award allowed Findlay Market to offer free delivery for SNAP shoppers, sending fresh, nutritious food across Cincinnati for the first time.
Challenge
Many people didn’t know Findlay delivered at all, or assumed the market wasn’t for them. Our challenge was two-fold; drive awareness of delivery and the app, and show that fresh food from Findlay could fuel neighborhoods across the entire city—not just downtown.
The Vanbassador: Delivery as Media
We made Findlay’s vehicle unmissable, making every route a rolling billboard for fresh food and free SNAP delivery across all 68 neighborhoods. The fully wrapped vehicle extended the market’s bright, recognizable visual language into neighborhoods across the city, transforming day-to-day operations into awareness for fresh food and free SNAP delivery.
Messaging was designed for immediacy and clarity: highlighting free delivery with SNAP, reinforcing freshness and locality, and introducing a simple call to action. Prominent QR codes on all sides of the vehicle created a direct path into the app—capturing attention in real time, whether parked or in traffic. Simple, visible, and repeatable—the Vanbassador turned logistics into reach.
Localized Reach. Scalable System.
To extend reach beyond the streets, we developed a paid social campaign built on localization and repeatability. The goal was to break the perception that Findlay Market was limited to downtown and show—clearly and visually—that delivery reached across the entire city. We created a flexible video template that could be adapted by neighborhood, combining drone footage, local landmarks, and product storytelling. Each execution showed the same journey: fresh food sourced from the market and delivered directly to your door.
Media was micro-targeted to specific neighborhoods, ensuring relevance at the local level. Residents in Madisonville saw Madisonville. Residents in Covington saw Covington—reinforcing proximity and removing doubt around delivery coverage. The result was a scalable system: one framework, many executions—built to drive awareness, shift perception, and increase adoption.
