CHALLENGE: New Concept, Close-Knit Community
As one of the world’s largest grocery retailers with more than 2,770 established stores across the country, The Kroger Co. set out to debut an entirely new community-based grocery experience, Main & Vine, that aimed to make eating well simple, fun and affordable. Kroger engaged our team to launch the first-ever location in Gig Harbor, Wash., (45 miles south of Seattle), and much was riding on this opening’s success in order to show proof of concept.
SERVICES
Public Relations
Events and Experiences
Client
Strategy: Create Local Love
As a large brand moving into the often independent-minded Northwest, and bringing an entirely new grocery concept with it, it was crucial for all activities to include a strong community outreach component and localized messaging to help shoppers embrace the brand.
We developed and executed a comprehensive market entry strategy that reached media, influencers, partner vendors and residents alike in a meaningful way.
Along with traditional media outreach to secure positive launch stories, we conducted two large-scale events. The first was a Sneak Peek night for associates and VIPs. The second was a full opening day program beginning at 7 a.m., complete with a photo-worthy ribbon cutting ceremony, non-profit partner donation, family-friendly activities, local vendor spotlights, and many city officials on hand.
Results: Lines out the door
We placed more than 25 launch articles with key local media – including a front-page business story in The Seattle Times – casting Kroger’s new adventure in a positive light and generating opening buzz. The Sneak Peek evening ushered in 750 people to experience the store igniting further excitement. By 5 a.m. the next morning, more than 400 people lined up for the grand opening, and more than 1,500 visited the store in the first three hours it was opened. The opening was a major success and provided a strong foundation for the new concept to flourish.
shoppers on grand opening morning
secured editorial placements
media impressions