Supercenter operator Meijer has turned the spotlight on grocery staff and associates from other store departments in its latest advertising campaign.
Called "Quality is No Accident,” the campaign marks the first time that Meijer relied on employees instead of actors for television commercials, the Grand Rapids, Mich.-based retailer said. The TV spots highlight various departments in Meijer stores, including meat, produce, bakery, clothing and pharmacy. (Click here to watch videos of the ads.)
“We believe our high standards and commitment to providing quality products to our customers differentiates Meijer from our competition," Peter Whitsett, executive vice president of merchandising and marketing at Meijer, said in a statement. "It was time to tell our story, and who better to do that than our talented team members who work diligently every day to ensure our customers receive the best experience and freshest food to place on their tables.”
Meijer said it held an internal casting session where employees submitted videos, which then were reviewed by the company’s marketing team. After associates were selected for the commercials, they were filmed at various locations, including Meijer stores and a studio in California.
One TV spot features Robert Dalgleish, quality assurance supervisor for fresh at Meijer’s distribution center in Lansing, Mich., who discusses the retailer’s strict guidelines — more than USDA standards — for the selection and care of bananas.
"You don't think you're shy until that camera goes on and they put it in your face,” Dalgleish commented. "But I like the campaign. I like the idea that we're using team members to share our story and give some insight into what we do every day and why we do it.”
When bananas are delivered to the Lansing facility, Dalgleish and his team store them in the "banana room" and check them twice daily based on size, color and temperature. Meijer said it delivers about 6,000 cases of bananas to its stores each day.
"Bananas are the most high-maintenance fruit," Dalgleish explained. "But the pride of ownership we have as a quality assurance team makes it worthwhile. Produce is our signature department. It's what customers come back for. We strive day after day to make sure it's the best product we have.”
Starring in another commercial is Tyrone Bray (above), a certified butcher who's worked for Meijer nearly 22 years, currently in the retailer’s store on Keystone Avenue in Indianapolis. Bray produces dozens of cuts of meat — from pork tenderloins to T-bone steaks — and grinds hundreds of pounds of beef daily for customers at his store.
"It's all about eye appeal. You want the steaks to be hollering at the customers. You want them to look pretty," Bray said. "It's all about taking care of the customer and cutting our meat nice and fresh for them.”
Another food-focused ad shows the experience and passion that a “Meijer Made” chef puts into the retailer’s fresh bakery items and prepared foods. And a quality assurance professional explains in another TV spot why Meijer’s avocados are so big.
Meijer said the commercials will air this year across its Midwest market area. Overall, the company operates more than 245 supercenters and grocery stores in Michigan, Ohio, Indiana, Illinois, Kentucky and Wisconsin.