Farm
Fresh
Tour

PX Mart has long been a supporter of small, local farms that produce high-quality, safe, and eco-friendly fresh produce. However, doubts regarding the quality emerged due to the affordable prices. To address this, the strategy focused on the increasing importance of traceability in produce sourcing. Origin traceability has become a significant concern for many consumers. To bridge the gap further, the idea of PX Mart Farm Fresh Tours was introduced. This groundbreaking initiative transformed fresh produce into a unique travel experience, going beyond mere consumption to offer an adventure. Teaming up with small farm suppliers and the tourism platform KKday, a series of exciting itineraries like the Yilan Scallion Tour, the Eagle Brand Red Bean Tour, the Black Clam Tour, and the Qishan Banana Tour were introduced. Each itinerary was a journey showcasing the story behind every ingredient. By simply scanning the QR code, customers could sign up for these tours. This initiative shifted the focus from 'Straight from the Farm' to 'Straight to the Farm', and from 'Traceability' to 'Experiencing Personally'. The experience included witnessing the entire process, from planting and harvesting to cooking and fieldside dining—a comprehensive, 360-degree fresh experience. The same produce was available for purchase at PX Mart or directly from the farms visited. Every trip was thoroughly documented as audio-visual content, with both social and mainstream media joining the exciting "journey into freshness."The results were impressive, with full registrations within three days of launch and a whopping 90% positive feedback on the events. Favorability and trust in PX Mart's fresh produce significantly increased, marking the success of PX Mart Farm Fresh Tours in transforming the concept of fresh produce into an enriching and unique experience.

Responsibilities: Front-end strategy positioning, concept proposals, script execution, and copywriting.