SHOP 'n SAVE is a regional grocery retailer with a strong presence across Pennsylvania, Ohio, New York, and West Virginia. Being independently owned, they are known for providing high-quality products and exceptional customer service to local communities. The post-COVID landscape dramatically reshaped household dynamics and consumer habits.
Shoppers faced a perfect storm of disruptions—juggling family responsibilities, remote work, and managing day-to-day tasks while dealing with soaring inflation. These pressures left many feeling overwhelmed and emotionally drained, pushing them to the bottom of the happiness curve. As life transitioned into a new normal, it became clear that traditional grocery shopping experiences were out of step with the evolving needs of families striving for balance, comfort, and a sense of joy in their daily lives. Our research revealed that food is no longer seen as a simple necessity but as a key component in enhancing life’s enjoyment.
In response, we repositioned SHOP 'n SAVE with the new "Enjoy Life" platform, reflecting this shift in mindset. By delivering how we deliver consistent value, fresh food, and unparalleled convenience, SHOP 'n SAVE empowers shoppers to take control of their busy lives. Whether managing a hectic household or simply seeking moments of togetherness, our stores provide the essentials that allow families to focus on what truly matters—enjoying life to the fullest.
We brought this new positioning to life through a comprehensive multi-channel integrated campaign, including online video, connected TV, broadcast TV, display banners, streaming audio, and paid social media. To deepen engagement, we activated social media with influencer partnerships, where our shoppers shared how they 'Enjoy Life' with SHOP 'n SAVE. Additionally, we rolled out 'Surprise and Delight' in-store initiatives to enhance the customer experience and organized community-focused events to reinforce our brand’s connection to enjoying life.
Our new positioning not only deeply resonated with our core target audience of women aged 25-54, but it also drove substantial year-over-year growth in both in-store sales and digital engagement. This success reinforced SHOP 'n SAVE’s status as the region’s favorite locally-owned grocer, solidifying its place in the hearts of our customers across all platforms.