A 100-year-old family-owned supermarket with an unimpeachable New York heritage came to Ideon wondering how to win in the new competitive landscape, with Whole Foods and Fresh Direct overtaking the grocery market. Ideon’s deep digging revealed a newly minted generation of New York foodies for whom the brand had no relevant voice or message. We created a bold brand story and merchandising strategy to return the brand to its rightful market position. Ideon’s work has built unprecedented strategic vision and internal alignment; now client service teams are being trained to once again speak to all the brand’s valuable audiences.
Strategy: Andrea Katz/Valerie Garral  Verbal: David Miles