Private Label
Relaunch Campaign

Clients  Winn Dixie/BI-LO

Challenge
The Family Shopper is still resource-constrained but have already embraced the situation. She's moved from survival to thrive mode. What's important and matters to her most is togetherness with family and friends. She gains emotional refreshment through connections with others. How can the Chek brand help and support her?

Insight
She has the desire to overcome recession fatigue. Family shoppers have and continue to employ budget strategies (5.22 on average), but want to move from "need to do's" to "want to do's".

Idea
Moms see the same black and white routine day in and day out. They feel they have to live within their means but are open to new possibilities. Chek brands can brighten spirits and add colorful happiness into their daily lives. So whether it’s at a family dinner, local sporting events or even just because, moms no longer have to give up fun to live life in color.

How it works
Chek brought to life its palette of flavors and colors to show how it can make any day feel special. By letting the "big boys" handle the major events (i.e. Super Bowl or NASCAR) and holidays (i.e. Thanksgiving or Memorial Weekend), Chek became the local hero and inspired fun ways to enjoy food with Chek every day and owned the family moments by creating occasion-bundled solutions like Taco Tuesday or Movie Night.