Raley’s launches multichannel advertising campaign

West Sacramento, Calif.-based Raley’s launched a new multidimensional advertising campaign to support the company’s vision “to infuse life with health and happiness,” as the retailer puts it. The “However You Eat” campaign invites customers to shop with Raley’s for their nutrition and wellness needs regardless of the way they eat and where they are on their individual health journey.

The campaign, which kicked off on April 4, was developed to prompt real conversation about how Americans eat. The advertising tells a story about the different reasons customers buy groceries. The campaign places an emphasis on being inclusive whether a customer is shopping for a family, as a vegan, for a book club meeting or as a pescatarian (someone who eats fish but not meat). Raley’s has an ongoing goal to make healthful food more accessible to all of its customers, but also accepts when shoppers want to splurge on their favorite sweet treats, salty snacks, or bottles of wine, the company said.

“Raley’s is committed to changing the way the world eats one plate at a time as well as providing our customers with access to plentiful and affordable healthy food options,” said Keith Knopf, Raley’s president, in a statement. “This new campaign demonstrates our commitment to celebrate our customers’ individuality, and lets them know that Raley’s is here to support their diverse needs.”

The campaign was developed in partnership with three strategic agencies. Raley’s partnered with Division Labor to develop the creative campaign introducing, “However you eat, this is where you’ll save,” including multiple videos shared across digital and social channels. A global data science company, dunnhumby helped Raley’s verify its competitive positioning with consumer research and ensured the relevance of the campaign messaging. To help execute the campaign, Raley’s appointed Palisades Media Group to handle media strategy and placement, which includes radio spots, digital displays and video content.

“Together, with our strategic partners, Division of Labor, dunnhumby, and Palisades Media Group, we developed a thoughtful campaign that helps reinforce Raley’s incomparable position within the marketplace,” said Deirdre Zimmermann, Raley’s senior vice president for marketing. “This campaign not only speaks to the varied needs of our Raley’s customers, but our uncompromising quest to offer a very special experience to each and every one of them.”