Case Study: Raley’s boosts Something Extra enrollment with Division of Labor

Raley's Holiday Campaign boosts savings program enrollment with Division of Labor and 40% urban grocery-store competition insight

The customer, Raley's, faced the challenge of increasing enrollment in their Something Extra Savings Program amidst a crowded grocery market where many stores make similar claims about saving money. The vendor, Division of Labor, an ad agency, was tasked with creating a campaign that would authentically communicate Raley's unique value proposition.

Division of Labor implemented a solution that featured real Raley's customers photographed with the items they buy most. This campaign was rolled out digitally across social channels and within all Raley's, Bel Air, and Nob Hill stores to build brand awareness and drive program enrollment. The vendor emphasized the authenticity achieved by using a professional photographer and real people, which helped the campaign stand out from typical grocery advertising.

Raley's Holiday Campaign