How We Created Alex Iwobi’s 100% off MiniMart...
Last week Sunday we executed our last campaign of the year, Alex Iwobi’s very own minimart where everything is 100% off!
This Christmas it's on us!
Last week Sunday we executed our last campaign of the year, Alex Iwobi’s very own minimart where everything is 100% off. In this week’s newsletter i’m going to take you behind-the-scenes of what it took to bring this idea to life.
Origin story
The inspiration for AleXpress came from an insight that while Christmas is a season of joy for many, it can be a time of great anxiety for others. Unfortunately many individuals worry about heating their homes, feeding their families, and finding gifts for their loved ones. Our client, Alex Iwobi, is deeply committed to giving back to his community and wanted to create a meaningful impact during the festive season.
Our creative strategist, Precious Osoba, recognised that the most effective way to make a difference was not just to offer a gesture of goodwill, but to provide exactly what people needed. This insight led to the innovative idea of AleXpress: a store where individuals could walk in with empty bags and leave with all the essential ingredients for a complete Christmas dinner. By creating Alex’s very own store, we aimed to alleviate the stress and financial burden that many face during the holidays, ensuring that everyone could enjoy a warm and nourishing Christmas meal with their loved ones.
Turning the vision into visuals
Our graphic designer, Arinze Imachukwu, developed a brand identity for AleXpress that aligned seamlessly with Alex Iwobi’s previous branding. Drawing on the cultural Black British experience, Arinze’s designs were inspired by the vibrant atmosphere of local Afro-Caribbean shops, personalised to reflect Alex’s unique connection to his community.
Key elements included:
Visual Identity: A bold logo and color scheme that celebrated Afro-Caribbean culture while maintaining a modern, approachable look.
Marketing Materials: Posters, social media graphics, and other materials conveyed AleXpress’s core message of providing essential Christmas ingredients to those in need.
Store Design: The AleXpress store featured signage, packaging, and displays that evoked the feel of a traditional Afro-Caribbean shop, with a personalised touch from Alex.
From Idea to Storefront
The success of AleXpress relied heavily on a well-coordinated logistics strategy. Here’s how we made it happen:
Local Venue Selection: We chose a local shop in Newham, the community where Alex Iwobi grew up, as the venue for AleXpress. This location was not only familiar and accessible to the community but also held sentimental value, reinforcing the personal connection of the initiative.
Partnership with Newham Food Alliance: We collaborated with the Newham Food Alliance, which connected us with local food banks. This partnership ensured that we reached the people who truly needed assistance, maximising the impact of our efforts.
Authentic Shopping Experience: To recreate the typical shopping experience with a unique twist, we set up the store to allow attendees to pick up fresh vegetables, water, soft drinks, and non-perishable items as they moved through a circuit. The twist? Everything they picked up was free of charge.
Interactive Elements: We added an element of fun and excitement by including a prize wheel. Attendees had the chance to spin the wheel at the end of their shopping experience to see if they won additional prizes, adding an extra layer of joy to the event.
Filling the Shelves
Campaigns like AleXpress require collaboration with partners who share our commitment to community values. We were fortunate to team up with several outstanding brands that resonate deeply with our mission to make this campaign possible. Our partners included Britvic Soft Drinks, Cadbury, Simmer Eats, Crep Protect, and The Felix Project. Partnering with these likeminded brands, we were able to make a bigger impact in the lives of those struggling during the festive season.
From Newham to the world
We wanted to share the heartwarming story of AleXpress with a broader audience while respecting the privacy of those seeking help. To achieve this, we created a special Christmas advert that captured the essence of AleXpress in a way that will resonate with Alex’s fans.
The commercial centred on compelling storytelling, designed to captivate young audiences by showcasing authentic, relatable experiences. We focused on portraying real-life scenarios that the community could identify with. The commercial featured everyday moments and genuine interactions which helped us achieve our goal of creating content that genuinely reflects the community's experiences and values.
Proof’s in the pudding
Our AleXpress campaign was a huge success, feeding over 100 families and gaining coverage from major outlets such as Sky Sports, The Standard, Daily Mail, and BBC.
This campaign was built on our three C’s: Community, Content, and Culture. We believe that marketing is all about people, and AleXpress exemplified this by directly addressing the needs of the community, telling authentic stories through engaging content, and celebrating the rich cultural heritage of the Black British experience.
Safe to say, we saved our best project for last this year. We are truly excited about what 2025 holds and look forward to continuing our mission of impactful, people-centred marketing.
At Divrse Media, we blend cultural insights with creativity to craft campaigns that resonate deeply with your audience. Our approach goes beyond just reaching communities – we aim to authentically connect with them, fostering positive impact while building genuine brand affinity. If you're ready to elevate your brand through the power of culture-driven marketing and create campaigns that make a real difference, let's start the conversation.
Schedule a call today, and let's explore how we can work together to create something impactful in the new year.
Wishing you all a Merry Christmas!