THE CHALLENGE

Topco Associates LLC., a member-owned co-op of regional grocery retailers, challenged ZWO with re-branding POS and social campaigns for seven (to date) of their 25 proprietary food and household brands in an effort to increase share of sales in their member stores. Each grocery brand provided a lower cost alternative to national, bigger brand equivalents and every environment was cluttered.

THE SOLUTION

Our strategy was absolute: To know the shopper. With each brand, an in-depth persona was developed to help align her/his purchase intent with Topco brands’ core offerings…in seven words or less. In each case, honing in that balance between the emotional and rational appeal to specifically incent trial, not only moved the needle in notoriously crowded retail environments, but breathed new life into brands that had been forgotten.

THE RESULTS

Increased Purchase Intent

Increased Brand Likeability

Earned Market Share

from national brand equivalent

Awarded an ADDY ®

from the American Advertising Federation

SELECT WORK

National ‘best-of nature’ value-driven grocery brand offering organic and natural ingredients.                                                                                                                                FULL CIRCLE PORTFOLIO >

Value-driven household products with over 650 items from paper and kitchen products to cleaning supplies.                                                                                                                                SIMPLY DONE PORTFOLIO >

Premium pet care brand found in mainstream grocery retailers.                                                                                                                                PURE HARMONY PORTFOLIO >

Mainstream pet care brand found in grocery retailers.                                                                                                                                

National, leading grocery brand equivalent to frozen meals, sides and snacks.                                                                                                                                

Value-driven, national equivalent grocery baby care products.                                                                                                                                TIPPY TOES PORTFOLIO >

3,000 SKUs of affordable family favorites

Lower cost alternative to personal and family care products

Topco’s largest and oldest grocery brand

3,000 SKUs of affordable family favorites

Lower cost alternative to personal and family care products

Topco’s largest and oldest grocery brand