Supervalu Invites Shoppers to 'Go Wild'

Eden Prairie, Minn. — Responding to consumer research, the Supervalu family of grocery stores has refreshed the look and message of its Wild Harvest private label. The February 2015 launch and continued campaign is titled “Eat Free. Go Wild,” and is fully integrated across in-store, online and social media.The Wild Harvest brand launched in 2008 as an option for shoppers who want natural and/or organic food without paying a perceived higher price for such items. There are currently more than 300 Wild Harvest products in 60 categories ranging from fresh produce, dairy and meat to cereals, pastas, snacks and baby foods. The supermarket retail and wholesale giant plans to add 200 more Wild Harvest products this year.David Young, Supervalu’s vice president of private brands, says the target market for the new campaign is “mindful moms” who want affordable healthy and natural foods. The campaign has its roots in a finding by the Nielsen Global Health & Wellness Survey that 63% of consumers still consider organic products too expensive for their household budgets.“At the same time, consumers are uncertain about which products to buy due to contradictory health research and confusion over the use of terms such as ‘natural,’ which doesn’t have any specific, regulated meaning,” says Young. “Increasingly, consumers are seeking transparency from brands, which is driving them toward products with simple ingredient lists. In addition, when asked why they choose organic and natural products, consumers say it’s because they want to avoid products with hormones, additives and other artificial ingredients.”So as part of the refresh, all Wild Harvest products are “free from” more than 100 undesirable ingredients, says Young, and nearly 70% are certified organic by the U.S. Department of Agriculture.Shoppers can now more easily identify “affordable” and “free-from,” Young says. With creative help from food marketing agency JT Mega, St. Louis Park, Minnesota, Supervalu updated the Wild Harvest logo to suggest sun and nature, while the new packaging features bright graphics meant to invite thoughts of fresh grass. These changes are meant to remind shoppers that any Wild Harvest flavors or colors come from natural and non-synthetic sources. The “free from” message is also prominent on the new packaging.In addition, the Wild Harvest website was updated to reflect the brand relaunch. “All visual elements of the campaign match the subtle visual changes we’ve made to Wild Harvest product packaging, which delivers a positive, clean aesthetic,” says Young.Supervalu is using paid, owned, shared and earned channels to spread the “Eat Free. Go Wild” message. Out-of-store tactics include circular ads, social media content, public relations efforts, email communications and coupons aimed at reintroducing the brand. The campaign’s digital marketing, social media content and public relations efforts are intent on raising awareness and driving shopping trips and trial. One enticement is printable coupons on the brand’s Facebook page.“Our objectives for the campaign are to increase awareness, trial and preference for the Wild Harvest brand,” says Young. “Ultimately, sales growth will be a key factor in determining the success of the campaign.”In-store, signage and merchandising displays echo the new logo, colors and message. Banner stands, shelf talkers, blade signs, endcap headers and window clings display images of parents and kids sharing what they’re “wild about.” On one, a child says, “I’m wild about food free from stuff I can’t say,” while another shows a shopper saying, “I’m wild about better food at better prices.”There are also coupon books with brand information and offers on display products. Finally, in-store radio spots call out the brand’s attributes and “free-from” message.The campaign targets store employees as well. An internal communications packet educates staffers about the Wild Harvest label with a brand overview, pocket cards, breakroom posters, T-shirts and coupons.Young says to date the most specific result the chain is willing to share is that “the campaign has been well received by consumers and our retail partners.”

Supervalu Invites Shoppers to 'Go Wild'

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