“Seasons Of Love” Holiday Spot

Project Overview: Production for this holiday spot took place over an entire calendar year. The concept relied on shooting the same talent/characters throughout the seasons. As a viewer, you’re under the impression you’re watching different families in the scenes, however, the big reveal is that they are all, indeed, members of the same family, converging at the same holiday gathering.

“Perfect” Employee Campaign

Project Overview: Hy-Vee’s tagline is “Where there’s a helpful smile in every aisle.” There’s no better way to showcase that sentiment than featuring the people who deliver on that brand promise every day. Our employees. While the original intent of this project was a customer-facing brand message, we also used these videos for recruitment and hiring materials.

“HyChi Fortune Frenzy” Caitlin Clark Campaign

Project Overview: At the peak of Caitlin Clark’s college basketball career, Hy-Vee had an NIL contract, allowing us to use her as a spokesperson for one of their most well-known food service brands — HyChi (Hy-Vee Chinese). Similar to McDonald’s Monopoly game, prizes were printed in each fortune cookie, with a grand prize of $220,000.  This campaign was also supported with in-store kits and owned/onsite digital assets. We saw a significant increase in HyChi sales during the 3-month campaign.

“Leave It To The Pros” Mahomes/ Kelce Campaign

Project Overview: The three departments that best represent the quality and expertise of Hy-Vee are Produce, Meat and Bakery. For this campaign, we juxtaposed professional athletes Patrick Mahomes and Travis Kelce with Hy-Vee’s “pros” in a parody of a player hype/sizzle reel you’d traditionally see during an NFL game.

“H House” Campaign

Project Overview: In recent years, Hy-Vee began using the unique “H” from the logo as a standalone mark, like that of the Nike swoosh or McDonald’s golden arches. To kick off this branding evolution, we ran a year-long campaign featuring different families in their homes, shaped like our “H”, as if to say Hy-Vee is embedded in our customers’ everyday lives. (We also hid “H” Easter eggs throughout the homes — how many can you spot?)

Production Note: Shot during the pandemic, we practiced social distancing and extra safety measures including using real families as talent to keep exposure minimal. This project relied on visual effects and computer generated (CG) elements. (Fun fact: anything the talent touched was real, everything else was CG.)

“Meat The Facts” Forrie J. Smith Campaign

Project Overview: In an effort to support the narrative of having better quality and freshness than other grocery retailers, we used a fact-based approach to our messaging when it came to this meat/beef campaign. We also capitalized on the hype surrounding Paramount’s show, “Yellowstone,” by featuring Forrie J. Smith, the actor who plays Lloyd in the show, in our commercials.

All campaign materials (print, digital, in-store) were supported by a robust landing page with additional beef facts, cooking guides, recipes and ideas.

Disaster Relief Video

Project Overview: Hy-Vee has always been a community-focused company, stepping up when disaster strikes (tornadoes, floods, the Covid-19 pandemic), sometimes even for places they don’t even have a store location. This video captured those efforts, as well as our customers’ sentiments and gratitude. This video was often also used for B2B needs, to help tell the story of the Hy-Vee brand and what we stand for.