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Bashas'
Facing an extremely competitive marketplace of new, smaller format grocery stores and the growth of big box players, Bashas’ needed to re-evaluate its brand proposition and create distinctiveness in the realm of traditional grocery offerings.
Shook Kelley conducted a brand audit and developed a strategy for how to compete as a private, regional family brand in Arizona.
The only hometown player in the region
Shook Kelley helped Bashas’ claim its territory as the only hometown player in the region. With an authentic understanding of the pride and lifestyle of living in Arizona, Bashas’ was positioned to be a steward of local families, neighborhoods and communities. A prototype concept was developed, emphasizing the family’s long history in Arizona and getting credit for what Bashas’ has always done well.
In addition to the Bashas’ brand, Shook Kelley was also asked to study other brands in its portfolio, including AJ’s Fine Foods and Sportsman’s Fine Wines & Spirits.
Shook Kelley conducted a brand audit and developed a strategy for how to compete as a private, regional family brand in Arizona.
The only hometown player in the region
Shook Kelley helped Bashas’ claim its territory as the only hometown player in the region. With an authentic understanding of the pride and lifestyle of living in Arizona, Bashas’ was positioned to be a steward of local families, neighborhoods and communities. A prototype concept was developed, emphasizing the family’s long history in Arizona and getting credit for what Bashas’ has always done well.
In addition to the Bashas’ brand, Shook Kelley was also asked to study other brands in its portfolio, including AJ’s Fine Foods and Sportsman’s Fine Wines & Spirits.