ShopRite launch accompanied by integrated marketing program

When ShopRite launched Wholesome Pantry, its wide-ranging line of free-from and USDA-certified organic private brand products, it didn’t do so alone. Instead, the banner, operated by members of Keasbey, N.J.-based retailer cooperative Wakefern Food Corp., turned to The Halo Group, an award-winning branding communications and marketing agency based in New York, to help launch and differentiate the new brand.

Aware that healthy-eating trends are firmly entrenched, especially among millennials, Halo helped Wholesome Pantry capture its brand promise and introduce itself by leveraging ShopRite’s owned media to help consumers learn more about the brand and its simple free-from positioning, as well as get recipe ideas and view the full product line.

The So Simple integrated marketing campaign launched in January 2017. For more on Shoprite's "simple" way to eat, see the complete story at Progressive Grocer, Store Brands' sister publication,