Leveraging Brand Originality to Win Over a Whole New Market
Rouses Markets is a family-owned grocery store well-known and well-loved across Louisiana for its locally-sourced goods and one-of-a-kind finds. When we met them, they’d just started expanding into Alabama, where they were met with a general lack of awareness. In these new tourist-heavy, coastal markets where Walmarts and Publix stores reign, they needed a way to properly introduce themselves and quickly show folks what makes Rouses Markets so unique.
When it comes to grocery shopping, two key factors drive consumer behavior: loyalty and convenience. Not only did we need this campaign to communicate the fresh, local goods unique to Rouses, we needed to make it clear that Rouses is just as convenient as the other guys. Visually, we led with striking imagery of fresh groceries paired with unexpected convenience items—like toothpaste and soap. And with neighborly, straightforward copy, we leveraged important associations with farmer’s markets and drove the concept home with necessary directness.
We set Rouses Markets up with a fully-fledged campaign toolkit, complete with visual direction across print, digital, and OOH placements, in-store signage recommendations, as well as social media and community activation tactics—all working together to make Rouses Markets stand apart as the local grocery option for the community, by the community.