Campaign details

Brand: Roundy's/Metro Market
Advertiser: Roundy's/Metro Market
Lead agency: Cramer-Krasselt

Effie awards category context

Metro Market grocery stores (division of Kroger) in Wisconsin are typical big box. Huge. Impersonal. Nothing unique. Nothing inviting. And, sales reflected that.

By taking one big box brand and turning it into numerous, charming artisan brands, highlighting previously hidden, high-quality, high-margin speciality departments, we revitalized Metro Market. It went from obligatory shopping drudgery to experiential shopping adventure which was key to changing younger, wealthier shoppers' perception and behaviors.

The result: Metro Market experienced its best year in the last five, with steep increases in store visits, items per-cart and speciality department sales.

State of the marketplace and brand's business