By using refrigeration specialists as purchase influencers, our team wished to generate FOMO (or fear of missing out) about energy efficiency within Quebec’s grocery stores. Because even among grocers, it is never fun to be left out in the cold! Our team thus developed Programme3, the ideal medium to raise the target’s collective awareness about energy efficiency in buildings by facilitating the understanding of its benefits. Benefits that grocers will now be afraid to do without! This pre-certification could now be proudly displayed by participating grocery stores. Combining ecological, economic, and experiential benefits with an evocative visual narrative, Programme3 circulated on platforms just as niche as its target: magazines and newsletters dedicated to the Association des détaillants en alimentation du Québec. With visuals that stood out from the content usually offered in the food industry, it’s no wonder that TST Energy’s recommissioning program was so well received.