Meijer expands inclusive marketing campaign around apparel

Michigan-based supermarket chain Meijer has expanded a new marketing campaign to now include more of its private label selection. The Confidence Beyond Measure campaign aimed at representing diversity within Meijer advertisements and in-store graphics will be expanded to include men’s and kid’s apparel.

Confidence Beyond Measure is a marketing campaign for women's apparel that initially launched in September 2020 and represents diversity — of size, shape, race, age and ability — within its advertisements and marketing materials. The goal is for any of the retailer's female customers to see themselves represented within the campaign materials. Now, the same concept will be applied to men and children through private label clothing lines like Falls Creek, as well as other own brand products.

"At Meijer, we know that real style, goes beyond labels, trends and sizes," said Annette Repasch, the group VP of Softlines at Meijer. "With the expansion of Confidence Beyond Measure, we're empowering all of our customers to see themselves within our ads and define their own style, whether they're heading to work, out to dinner or into the classroom."

The men's campaign, Wear What Works, features stylish and functional clothing options that make looking good easy. Meijer says the clothes start from a foundation of utility to fit their lifestyles but the campaign subtly integrates style tips and offers outfit combinations — like layering a cardigan to dress up an outfit or cuffing pants to give a relaxed look — to offer new looks for them to ease into while boosting confidence.

Smile in Style, the kid's campaign, features expressive prints, colorful patterns and fun characters that empower youth to showcase their unique style. The goal of the campaign for children is to allow kids to fit in among their schoolyard peers while standing out through individuality and trendiness.

The new marketing campaign materials can be seen at Meijer’s 257 stores in Michigan, Ohio, Indiana, Illinois, Kentucky, and Wisconsin.