Hy-Vee is a regional supermarket chain operating more than 240 stores across eight states.
Brand Identity / Creative Development / Retail Display
Throughout its history, Hy-Vee has consistently worked with local producers and growers to bring customers the freshest, highest quality produce. Meyocks developed a campaign that would make shoppers aware of both the source of the produce and the relationships Hy-Vee has cultivated with local growers.
Though Hy-Vee has worked with local producers for the better part of a century, customers weren't necessarily aware of those relationships. The grocer has its finger on the pulse of the consumer, and knew that buying local had become an ingrained part of consumer behavior. Shoppers today like to feel good about where their food comes from — and Hy-Vee had a good story to tell.
The agency conducted photo shoots with more than 40 of Hy-Vee's growers across more than a dozen locations. These photos were used to give customers an understanding of the people — and the stories — behind the produce on display.
Hy-Vee store produce managers have embraced the campaign — and each store's produce section now has the feel of an upscale farmers' market. Attractive signage with a hand-lettered aesthetic makes Midwest-grown produce easily identifiable, helping customers feel good about buying local while shopping at Hy-Vee.
Meyocks continues to help update the Hy-Vee Homegrown campaign — including conducting additional photo shoots with new growers as the grocery chain moves into new markets, and producing additional signage to fulfill store-level demand.