Brookshire Grocery Company
Fresh Products From Locals Campaign
- Campaign Strategy
- As the “farm to table” movement began to grow, grocery and restaurant consumers became more and more compelled to purchase products that were organic, healthy and provided by vendors within close proximity. Unlike many competitors, Brookshire’s was already supporting their local vendors, but they needed a strategy to communicate this point of difference.
- The team at R&P worked collaboratively with the BGC Marketing team to develop a communication strategy, determining that the most authentic method to convey the “locals” message was a visual, storytelling campaign. It was not compelling enough to simply list BGC’s local partners, so we introduced the local vendors through portraits at their actual farms and plants.
- Each photographic series was designed to spotlight the local business and tell its unique story.
- The resulting imagery is used in marketing campaigns and in-store signage.