Dive Brief:
- Harris Teeter launched a new marketing initiative across its digital and social channels on Monday.
- Called “Aisle Adventure,” the campaign includes partnerships with social media influencers as well as customer participation to promote product discovery.
- With this campaign, Harris Teeter is encouraging customers to shop its stores in person, emphasizing how brick-and-mortar retail can fuel discovery of new, seasonal and trending items.
Dive Insight:
The Kroger banner’s campaign comes at a time when traditional supermarkets are looking beyond typical pricing initiatives to stand out to consumers.
With Aisle Adventure, Harris Teeter said it will share new “adventures” several times each month and will ask customers to share on social media the items they find and their shopping experiences by tagging the grocer’s socials as well as using the hashtag #AisleAdventures.
@theholdernessfamily Who doesn’t love ending date night at @Harris Teeter? 🛒 Share your Aisle Adventure finds with #HTAisleAdventures. See our link in bio for more info! #HarrisTeeterPartner ♬ original sound - The Holderness Family
The multi-department campaign aims to promote product discovery and add more items to customers’ regular shopping lists, Harris Teeter said. The grocer noted that the campaign also includes rotating features across categories in its stores.
To launch the campaign, Harris Teeter linked with digital content creators The Holderness Family on original social media content. In one video, The Holderness Family sings about the treasure hunting experience at the chain on a Saturday night.
“We could be at a cocktail bar, but that’s not as good as this … We could be at the club. Instead we’re going to get some artisan bread,” the influencers sing in the video.
Harris Teeter did not say how long the campaign, which launched Monday, will last.
Harris Teeter runs more than 250 stores in North Carolina, South Carolina, Virginia, Georgia, Maryland, Delaware, Florida and Washington, D.C.
