The first Mariano’s store opened in Arlington Heights in 2010. There are now 50 stores and counting, making it the fastest growing grocery chain in the U.S.
DiscoverAfter helping name, brand and position Mariano’s as the place where people who “get food” shop, early explosive growth had slowed due to uninitiated consumers failing to appreciate how different the Mariano’s shopping experience was. Our ongoing Good Brands social media audit showed users excited about spotting local celebrity chefs shopping Mariano’s new downtown store. Context reports showed deep consumer pride in Chicago’s foodie culture.
DirectionHelp prospective consumers experience the Mariano’s difference by creating virtual shopping trips with one of Chicago’s top chefs.
ImaginePreston Kelly developed the “Tastemakers” campaign with the line “People who get food get it here,” and recruited more than 17 of Chicago’s top chefs to participate through print ads, online content, recipe creation, personal store appearances and extensive co-marketing with the chef’s restaurants.
ManageWebsite engagement, as measured by time on site, nearly tripled during the first three months.
Facebook fans grew from 45,000 to 212,000 during the campaign.
Growth accelerated from 10 to 50 Chicagoland stores.
Per store revenue continues to be double that of Mariano’s sister stores.
