Festival Foods

Case Study: Integrated Brand Evolution

Festival Foods

Maximizing meaning in a rapidly changing world

Case Studies / Festival Foods

Our Work

01 / Television Advertising
02 / Out-of-Home Advertising
03 / Radio Advertising
04 / Store Décor
05 / Private Label Packaging
06 / Brand Standards

Challenge

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).

Our engagement began with a robust discovery and quantitative research process, including exploration and testing of new positioning options.

Solution

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.

“Shine United has been an invaluable asset in helping take our business and marketing to the next level. Their collaborative approach and strategic insight have been instrumental in helping my team balance short-term store traffic and sales goals with a long-term view for building smart growth. It is rare to find an agency partner that understands and appreciates how not only retail works but also how our company works.”

— Stephanie Schultz, Marketing & Communications Director