Raley’s turns spotlight on shoppers’ food choices

A new multimedia advertising campaign from Raley’s highlights how the western U.S. grocer caters to customers’ individual food choices.

Dubbed “However You Eat” and launched this week, the campaign includes radio spots, digital displays and video content that identify Raley’s as a wallet-friendly shopping destination for people’s nutrition and wellness needs, no matter what their diet.

“Raley’s is committed to changing the way the world eats one plate at a time, as well as providing our customers with access to plentiful and affordable healthy food options,” Keith Knopf, president of West Sacramento, Calif.-based Raley’s, said in a statement. “This new campaign demonstrates our commitment to celebrate our customers’ individuality and lets them know that Raley’s is here to support their diverse needs.”

Taking a conversational approach, the ads tell stories about how customers and their families eat and the reasons behind their food selections.

For example, a 15-second video segment portrays a “healthy couple” that prefers organic fare and tries to control its sugar intake, but is “only human” and will occasionally indulge on Ben & Jerry’s ice cream. Another video, titled “Different Diets,” canvasses people about their food regimens, with consumers identifying themselves as vegan, vegetarian, pescatarian (no meat but will eat fish), kosher, paleo, gluten-free, all-organic, all-local, low-fat, high-protein, low-sodium, etc.

Also, a one-minute radio spot depicts Raley’s and its Bel Air Market and Nob Hill Foods stores as places shoppers can “save on the items you actually buy,” whether or not their diet or tastes include such foods as avocados, lean ground beef or chicken. “However you eat, this is how you shop,” the ad says. The radio spot also notes how Raley’s personalizes the shopping experience through its Something Extra loyalty program.

For the campaign, Raley’s partnered with three agencies. Division Labor developed the creative, introducing the tagline “However you eat, this is where you’ll save” in videos shared across digital and social channels. Customer data specialist dunnhumby helped Raley’s coordinate its competitive positioning with the campaign’s focus to ensure relevant messaging. Raley’s enlisted Palisades Media Group to handle media strategy and placement.

“Together, with our strategic partners Division of Labor, dunnhumby and Palisades Media Group, we developed a thoughtful campaign that helps reinforce Raley’s incomparable position within the marketplace,” said Raley’s senior vice president of marketing Deirdre Zimmermann. “This campaign not only speaks to the varied needs of our Raley’s customers, but our uncompromising quest to offer a very special experience to each and every one of them.”

Raley’s operates 122 stores in California and Nevada under the Raley’s, Bel Air Market, Nob Hill Foods and Food Source banners. Last month, the company acquired six stores in northern Nevada from Scolari’s Food and Drug. Plans call for five Scolari’s locations to be converted to the Raley’s banner and one Sak ‘N Save store to retain its name and join Raley’s Food Source division over the coming weeks.