Over the past few months, Luquire has been working to develop a modernized brand identity for Harris Teeter – one of the Southeast’s largest grocery chains with more than 250 stores from Delaware to Florida. In early March, the Kroger-owned chain unveiled its first refresh in more than three decades with a Luquire creative campaign dubbed, “In Food With Love.”
Harris Teeter sought to evolve its brand to reflect its commitment to elevated, high-quality offerings and grocery shopping experiences, as well as dedication to updating its offerings with the needs of its customers in mind.
Luquire first developed a refreshed Harris Teeter logo that maintains the tradition and integrity of the original mark while also providing a more premium feel. The recognition of the grocer’s strong brand equity, combined with customer and associate feedback, led to the preservation of the Harris Teeter mark with a modernized flair, especially as it relates to its signature bread, fish and apple.
With the new brand identity in place, the Luquire team then developed the “In Food With Love” campaign, showcasing Harris Teeter associates’ and customers’ overall love for every aspect of the food business and a shared love for food. A 30-second TV spot introducing the new campaign began airing in select markets earlier this month with more supporting spots continuing to roll out throughout the year.
The Luquire team developed a comprehensive and fully integrated communications strategy to bring the campaign to life in collaboration with several partners using:
- Paid media focusing both on broad-scale awareness like TV and digital as well as highly engaging tactics like rich media and social media units; and
- Owned channels (Website, Facebook, Twitter, YouTube, Pinterest, Instagram)
“Many of us at Luquire are long-time, loyal customers of Harris Teeter, so it’s especially gratifying to play a role in elevating Harris Teeter’s beloved brand within the competitive grocery category,” said CEO Brooks Luquire. “Harris Teeter’s purpose – Enriching Lives – led every aspect of this effort which I believe contributes to the engagement and impact of the message. It’s also one of the many reasons our team was excited to help bring this to life.”