This was our first holiday campaign for Raley’s. We based it on the notion that a diverse group of people call Northern California home. We also took into account that no two families are alike when it comes to holiday traditions. We then looked at the the different family structures, dietary restrictions, religious beliefs, rituals, and quirks. The takeaway is that everyone does the holidays a little differently. But the overall messaging is unifying. Because, ultimately, our differences are far less meaningful than our similarities.
Fifteen second online social and digital videos feature Raley’s shoppers talking about their favorite dishes, recipes and how their families drive them crazy.
Some of the videos dealt with how hectic the holidays are and how Raley’s delivery and online ordering makes things so much easier.