Hy-Vee is a regional supermarket chain operating more than 240 stores across eight states.
Brand Strategy & Research / Identity Development / Package Design / Collateral Development
Hy-Vee's desire to help extends beyond the store aisles and into the community, including a cause-related brand known as Hy-Vee One Step™. By developing the brand identity, designing the packaging and creating point-of-purchase materials, Meyocks helped Hy-Vee present their customers with a meaningful way to help others.
Research on cause-related marketing conducted by Meyocks demonstrated that Hy-Vee customers would show great interest in — and even be willing to pay a premium price for — Hy-Vee private brand products from which a portion of proceeds would be donated toward community improvement projects. These findings validated a product concept Hy-Vee was exploring. Soon after, Hy-Vee developed a program featuring four products and tasked Meyocks with naming, designing and promoting the effort.