Growing audiences for a brand where “local” means everything.
With the local-washing of national grocery conglomerates and foreign-owned competitors, it was time this Oregon-based chain claimed their space as “Oregon's independent grocer.” A position that was rightfully — authentically — theirs to own. Relationships with local growers, producers, and makers gave their investment in Oregon communities real weight. Time to let that homegrown joy fly.
Informed by audience insights, our strategic bullseye highlighted a true passion for food — inspired by the people making, growing, and producing it — with the place that shapes it. Our goal: uncork the joy of sharing an Oregon bounty with Oregon grocery shoppers across an integrated marketing strategy targeting 4 key audience personas.
April 2024: the new “Oregon’s Market of Choice” rolls out. An internal roadshow outlined the launch and enrolled managers and employees firsthand. Signage, merch, advertising — every piece sporting a fresh identity, refreshed logo, vibrant color palette, and a proud, joyfully contagious personality connecting to local Oregon love.
Right message, right place, right time.
A digital-centric "always on" media plan drives new behaviors — increasing both frequency of visits and size of basket with a younger, broader audience. Programmatic display ads, streaming audio, and an innovative digital circular drive shifting sales & seasonal initiatives, with turnkey weekly updates delivered with a low creative lift. Sponsorships of category exclusive programming like OPB's Superabundant help Oregon’s Market of Choice meet Oregon shoppers with timely, relevant messages.
Fresh & Seasonal
First Weekend Sales
Local credibility builds local trust.
Building trust is critical to unlocking success for mission-based brands; integrated media and PR plans make it happen. A first-ever PR program focuses on proactive storytelling, executive thought leadership, and seasonal campaigns to drive traffic during key selling periods. Media coverage reinforces the “Oregon’s independent grocer” position, demonstrates grocery and culinary expertise, and builds awareness of the brand’s values and impact on the local communities it serves.
