Raley’s New Health and Wellness Campaign Can Raise Already High Brand Loyalty Levels

Raley’s Family of Fine Stores has held a strong bond with its customers for the past 81 years, as this family-owned company has garnered significant brand loyalty from various generations. In this day and age of complexity with so many food choices, combined with so many health-conscious Americans, Raley’s wants to engage its customer base via a new, multi-dimensional campaign and share its vision of health and wellness with its loyal patrons.

Launched Aug. 1, the campaign is titled, “Let’s Begin,” and it invites customers to take small steps toward a healthier lifestyle through education, personal goal-setting, and sharing.  

Raley’s wants to change the way the world eats, one plate at a time.

Chelsea Minor, Director of Public Relations and Public Affairs for Raley’s, told Loyalty360 that the “Let’s Begin” campaign is meant to be a personalized health journey for customers, spearheaded by the company’s vision to infuse life with health and happiness.

“There are a lot more products now with more complicated marketing messages,” Minor said. “We couldn’t just put products on shelves to influence customer behavior. We had to be a source of information. Everyone’s wellness journey is very unique and, most of the time, it’s about feeling better and not about a fad or a diet.”
Small, progressive (incremental) changes in food choices and lifestyle options can make a significant impact over time. As each individual’s food journey is a unique experience, Raley’s hopes to educate customers and help them select healthier choices. 

Raley’s has developed new resources on its website (Raleys.com) to support customers’ personal goals. The website will update weekly to share insight on how to buy products, how to eat real food, and how to eat healthier on a budget.

“We’re the last source of contact before food is put on a customer’s table,” Minor said. “We get to help them fill in the blanks and think about how do people make small changes to make better decisions. For many people, it could be about getting more sleep, exercising more, or drinking more water.”

Minor said Raley’s has already used social media extensively to publicize the campaign.

“We can help share information about food,” Minor added. “We want to make sure people know how to read food labels.”

Raley’s has been working on the campaign since the start of 2016.

“It’s a multi-faceted effort,” she said. “There are elements of in-store execution with team members actively participating. We have the new section on our website dedicated to the campaign, along with an incredible social media effort right now. We’re starting a conversation. Some people have already done videos in-store.”
What’s more, the campaign includes comprehensive marketing elements, including new digital marketing, radio ads, Something Extra specialized email content, and a new TV commercial that will premiere today at the start of the Summer Olympics in Rio.

The central message of the campaign is: “Let’s Begin to Make Healthier Food Affordable.”

While a food journey is a personal endeavor, studies show that support and motivation from others increases chances of success in making healthy changes. Raley’s customers and team members are encouraged to share ‘how they will begin’ to make healthier choices, via social media using the hashtag #LetsBegin.

Raley’s is a privately owned, family operated supermarket chain with headquarters in West Sacramento, CA. The company operates 121 stores in Northern California and Nevada under four banners: Raley’s Supermarkets, Bel Air Markets, Nob Hill Foods, and Food Source. Raley’s was founded in 1935 by Tom Raley and is a major grocery chain best known for high quality products, fresh produce, fine meats, and outstanding customer service.

“We want to use this to spark a greater connection with our customers,” Minor said. “We want to make sure we’re investing in different ways with our customers. If we can become a resource, that is our ultimate goal. Raley’s has always had an incredible record of customer service. This just helps us amplify that even more. Knowing we have 45,000 SKUs, it’s hard to go through an aisle and necessarily know what the best option is for your own wellness. The campaign gives Raley’s great potential to connect even more with our customers.”

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