Produce Department Signage Refresh

Project Overview: For many shoppers, especially our younger audience, grocery shopping is a daunting task. Many young shoppers don’t want to talk to anyone or ask for help. So, in an effort to be proactively helpful and help navigate our vast offerings, we featured information throughout the produce department, such as picking the perfect pepper to denoting which apples are best used for baking. This information was also used in the ecommerce space, where appropriate, and also used as seasonal social media content.

ShortCuts

Project Overview: ShortCuts are pre-cut fruits and vegetables offered at Hy-Vee. While they cost more than buying the individual items and cutting them yourself, the value of the ShortCuts products comes in the form of convenience, as a time-saving solution. We targeted assets to busy moms, families and young professionals, featuring simple recipes in which ShortCuts products were the main ingredient.

Aisles Online

Project Overview: When online grocery was first gaining traction, Hy-Vee needed a way to break through, letting customers know they could now shop from anywhere. We visualized the concept — your “grocery store” being wherever you are — by featuring the key places (chairs) you could shop from instead of coming into the store. It was a risky move not to show food or a grocery bag (like every other grocery retailer), but the unexpected visuals grabbed shoppers attention regarding the new service being offered.

Hy-Vee PERKS Loyalty Program

Project Overview: Hy-Vee first debuted a loyalty program, Hy-Vee Fuel Saver, during a recession, when gas prices were a hot topic and stressor. However, Hy-Vee Fuel Saver needed to evolve beyond fuel savings, in order to capture a broader audience who weren’t motivated by lower gas prices. Hy-Vee PERKS was launched. Shoppers could still save on gas, but now enjoyed member pricing on items across the store,
as well as other, everyday and seasonal incentives.