Hy-Vee is a regional supermarket chain operating more than 240 stores across eight states.
Brand Strategy & Research / Identity Development / Package Design / Collateral Development
Hy-Vee's desire to help extends beyond the store aisles and into the community, including a cause-related brand known as Hy-Vee One Step™. By developing the brand identity, designing the packaging and creating point-of-purchase materials, Meyocks helped Hy-Vee present their customers with a meaningful way to help others.
Research on cause-related marketing conducted by Meyocks demonstrated that Hy-Vee customers would show great interest in — and even be willing to pay a premium price for — Hy-Vee private brand products from which a portion of proceeds would be donated toward community improvement projects. These findings validated a product concept Hy-Vee was exploring. Soon after, Hy-Vee developed a program featuring four products and tasked Meyocks, as a food marketing and branding agency, with naming, designing and promoting the effort.
When choosing a name, we were careful not to aggrandize the effort. As the manifesto for the program stated: we know we can't solve all the world's problems, but we can do something. Meyocks wanted to assure customers that each small effort would add up to making a real difference in helping improve people's well-being. Based on this promise, we named the program "Hy-Vee One Step." The four everyday products featured in the Hy-Vee One Step lineup were each chosen to align with a specific charitable program.
Point-of-purchase materials helped display the merchandise prominently while reinforcing the charitable program associated with each product.
To date Hy-Vee has been able to make significant community contributions using the proceeds from Hy-Vee One Step products.
community gardens established
Well-digging and clean water projects undertaken in countries around the globe
New trees planted
nourishing meals to families in need
Hy-Vee continues to promote the Hy-Vee One Step Program — including work featuring celebrity spokesperson Harrison Barnes. Hy-Vee has expanded the product line to give customers more ways to give back when they buy groceries.
