The campaign leverages a mix of social media storytelling and influencer partnerships to keep the shopping experience feeling fresh. To launch the program, the grocery chain has tapped digital creators The Holderness Family to produce content that emphasizes the energy of finding new items. These digital features will run multiple times each month, highlighting trending products and encouraging customers to document their own discoveries by tagging the brand on social media.

Danna Robinson, director of corporate affairs and customer relations, noted that the initiative is designed to provide shoppers with inspiration before they even enter the store. By rotating features across categories, the company hopes to highlight its broad assortment and encourage customers to stray from their usual shopping lists. The program will be accessible through the retailer’s digital channels and in-store displays, inviting a more interactive relationship between the brand and its patrons.