Western grocery chain Raley’s is recognizing its 85th year in business with an integrated marketing campaign dubbed “Good Never Stops.”
Raley’s said the program, launched yesterday, aims to spotlight everyday moments in which its employees, customers and business partners make a positive impact in their communities. The multimedia effort includes videos, website features, social media and in-store specials.
Tom Raley, the founder of Raley’s, opened his first store in Placerville, Calif., in 1935. Now under the third-generation ownership of his grandson, Mike Teel, Raley’s remains privately owned and family-operated. The chain encompasses 129 stores in Northern California and Nevada.
“Raley’s has been proud to serve local communities since 1935. Each and every day, our team members, customers and partners give back to our communities in their own unique and personal way,” President and CEO Keith Knopf said in a statement. “For our anniversary this year, we want to inspire positive change and reaffirm our commitment to doing good together for the next 85 years.”
Raley’s said the Good Never Stops campaign kicked off on Tuesday with an online video of “all the good” that occurs in the grocer’s communities in a 24-hour period. The video shows some of the community partners that Raley’s supports, including Sacramento Food Bank & Family Services, California Rangeland Trust, Food Literacy Center, California Farmland Trust and Northern California Construction Training, Inc.
Other online elements include a website with articles and videos about Raley’s partners and stories on employees’ personal commitments to their communities on the stores’ Facebook pages.
In stores, Raley’s is rewarding loyal shoppers in recognition of its anniversary. Members of the Something Extra customer loyalty progra who shop in stores or online on Feb. 19 will receive 85 bonus points as an expression of thanks. Also starting on Wednesday, the retailer will offer special items on sale, with pricing ending in “.85” for the designated products.
Raley’s, too, is encouraging its customers to get involved by using the #goodneverstops hashtag on social media to highlight their own efforts, inspire others to make a difference and see the good that others are doing. Raley’s customers and staff also will be introduced to volunteer opportunities with Raley’s Food For Families food bank partners over the coming year. Raley’s Food For Families, a nonprofit founded by Joyce Raley Teel, is now led by Jennie Teel-Wolter, daughter of Mike Teel and granddaughter of Joyce and Jim Teel.
West Sacramento, Calif.-based Raley’s operates stores under the banners Raley’s, Bel Air Markets, Nob Hill Foods, Food Source and Market 5-ONE-5.
Raley’s community commitment reflects its better-for-you brand positioning to help shoppers make more informed and healthier food choices. A big focus has been reducing sugar in food, most recently by flagging sugar content in pasta sauce. In recent years, the retailer has discontinued production of store-brand soda with high-fructose corn syrup and artificial colors and flavors; eliminated private-label cereal with more than 25% added sugar; moved cold cereal with 25% or more of added sugar to the bottom shelf; and pulled conventional candy from the checkout lanes, reducing the overall sugar offerings by 25%.
Last year, Raley’s also boosted ingredient transparency in relaunching its private label and made all of its store-brand chicken antibiotic-free, with packaging in 100% recyclable trays. In addition, the chain expanded its two-year-old Shelf Guide to 23 icons for health-related attributes, including for new nonfood categories.