The outpouring of coronavirus-related communication and outreach by brands across every conceivable industry over the past five weeks has found retailers, brand makers and solution providers across the grocery industry turning to a variety of traditional and alternative platforms to reassure, inform and thank their employees and customers.
In face of the global health crisis, several retail and CPG CEOs have stepped up to use their voices to deliver personal, heartfelt messages to their stakeholders and the public. The end results demonstrate their exceptional abilities to be compassionate, caring leaders and highly effective and credible spokespeople when sharing words of solidarity, hope and encouragement in three main themes: gratitude to internal teams and supply chain partners; procedural and operational updates for customers alongside business continuity plans; and how and what their company is doing to accommodate associates and support their communities during these turbulent times.
While many of the clips feature the company’s highest ranking leader publicly celebrating the hard work of its employees during the most trying period imaginable, other retailers’ video messages use voiceovers to convey similar sentiments saluting their front-line and supporting teams, allied supply chain partners and first responders to help reinforce to their audiences the sacrifices they are all making during the ongoing pandemic.
WGB has curated a gallery of some of the most effective and inspiring COVID-19 videos, the majority of which include grocery CEOs, in this slideshow.
Amazon founder and CEO Jeff Bezos visited an Amazon fulfillment center and Whole Foods Market on April 8 to thank employees. The video first appeared on Twitter, which shared Bezos’ message: “We’re all incredibly proud of the thousands of our colleagues working on the front lines to get critical goods to people everywhere during this crisis.”
Smart & Final
“This has been a difficult and uncertain time for our customers—and for all of you. I recognize the sacrifices you have made; the hours have been long and I know that every moment you’re working is a moment you're away from your own families. You’re on the front lines, and I consider all of you to be heroes.” —Dave Hirz, CEO, Smart and Final
“Our employees are our most valuable asset, and we must do everything we can to support them and their families during this critical time.” —Randy Edeker, chairman of the board, president and CEO, Hy-Vee
The tagline of Hy-Vee’s powerful online video, which is set to a revved-up version of Laura Branigan’s “I Need a Hero,” states: “There are many kinds of heroes right now. We thank all of them.” #HelpfulSmileStrong
Kellogg Co.’s released a new TV commercial thanking front-line heroes who play an important role in supporting the global food chain.
“A lot has changed during the last few weeks, but one thing hasn’t: breakfast. And that feels like a little bit of comfort. It’s thanks to the farmers, line workers and truckers, grocery stockers and cashiers and food bank workers. To everyone around the world working so hard to bring breakfast to the table: Thank you.” —Steve Cahillane, chairman and CEO, The Kellogg Co.
Set to The Band’s “The Weight (Take A Load Off Annie),” Sam’s 60-second spot, “Thank You, All,” is a tribute to its workers, “the retail heroes across America.” Footage for the ad was filmed in various Sam’s Clubs stores around the country and provides candid footage of the work being performed by its allied associates, many of whose names from across the company’s national club store footprint, scroll over the screen during the second half of the spot. Sam’s originally debuted the ad on TV, but has since extended to social media and on its website, where President and CEO Kathryn McLay supports the message with a thank you letter to associates.