Plan-it Marketing

Challenge: To help Star Market successfully launch the Wild Harvest brand in the Boston, MA area. Wild Harvest was a new concept that combined an all-natural, organic, and specialty store with conventional everyday grocery products.

Objective: To understand the mindsets of grocery shoppers and their anticipated future usage of the Wild Harvest brand.

Method: Exploratory discussions and shop-alongs were conducted to understand attitudes and behavior regarding grocery shopping and all-natural, organic products, unmet needs in the marketplace, and enthusiasm toward the Wild Harvest concept.

Results: Our ongoing work aided in making critical marketing and operational decisions. The new concept was extremely successful for Star Market in differentiating the brand and building customer loyalty. Today, Wild Harvest is a successful department within Shaws (formerly Star).