Meijer has launched a new ad campaign that makes its associates the stars.
The "Quality Is No Accident" campaign is the retailer's first to feature actual store employees. It highlights departments within the store such as meat, produce, bakery and pharmacy.
The retailer conducted an internal casting session in which employees submitted videos that were then reviewed by the marketing team. The commercials were shot in various store locations as well as at a studio in California.
"We believe our high standards and commitment to providing quality products to our customers differentiates Meijer from our competition," said Peter Whitsett, EVP of merchandising and marketing. "It was time to tell our story, and who better to do that than our talented team members who work diligently every day to ensure our customers receive the best experience and freshest food to place on their tables."'
One commercial, for example, features 22-year Meijer veteran and meat butcher Tyrone Bray as he inspects the meat counter in an Indianapolis Meijer.
"It's all about eye appeal. You want the steaks to be hollering at the customers. You want them to look pretty," Bray said.
Robert Dalgleish, quality assurance supervisor for fresh in the Meijer Lansing Distribution Facility, said he didn't think he was shy until the camera was on him.
"But I like the campaign," Dalgleish said. "I like the idea that we're using team members to share our story and give some insight into what we do every day and why we do it."