After a pilot rewards program for its customers, Longo’s hired us to help relaunch a restructured, official program that would offer customers the ability to redeem points for merchandise. Our strategy needed to support the feel-like-family Longo’s brand, and at the same time create a refreshing identity against the backdrop of other customer rewards programs. The tagline “My grocery store loves me,” in tandem with the heart icon design in the name, were developed to shape the customer-centric positioning of the program, enhancing its commitment to customers by using their voice. Most competitors’ rewards programs used food imagery, so we recommended the program have a unique look using subject matter relevant to the rewards redemption merchandise, and differentiate itself from Longo’s’ everyday advertising and branded collateral.

A secondary heart graphic built out of rewards merchandise icons was designed to motivate and remind customers of the added value of their purchases. This graphic played an important role visually in-store as it had to differentiate itself from the ongoing, high-intensity promotional efforts already in place at Longo’s.

We built on Longo’s’ genuine brand voice with a lighthearted approach for the program copy. FEEL THE LOVE, LOVE THE REWARDS and I LOVE COLLECTING were just some of the messages customers experienced in-store, in collateral, online and on air, and were successful in building on the program’s tagline, “My grocery store loves me.”