Festival Foods is a $1 billion grocery chain competing against stalwart brands including Kroger, HyVee and Meijer. Since being founded in 1946, the organization has positioned itself as a retailer committed to exceptional service and giving back to its communities.
Amid rapidly changing consumer expectations — and radically increasing competitive pressures — Shine was engaged to help Festival reposition its brand to increase its relevance and differentiation in a rapidly-changing world. As such, our campaign objectives were to both drive store traffic (short-term objective) while also revitalizing the brand (long-term objective).
Shine and Festival collaborated to develop a thoughtful, phased approach to gaining key insights, driving traffic and investing in long-term brand health. Our engagement began with a robust discovery and quantitative research process, including exploration and testing of new positioning options — which led to a focus on Festival’s superior products vs. its competitive set. This work culminated in our “Fresh Is Art” campaign, featuring a contemporized look and bold imagery to elevate Festival’s brand perceptions.
Our makeover touched every part of the Festival Foods brand — from a store décor overhaul to private label packaging to brand guidelines — and was manifested in every consumer-facing communication. This effort worked in concert with our high-impact marketing communications plan — with an ongoing performance dashboard —which maximized campaign efficacy from paid, owned and earned media apertures.