Hy-Vee — The Grill

There’s a smell in spring that catches everyone’s attention. One that comes with a lift of the nose and a deep inhale. We’re not talking blossoms and blooms. Nope, not fresh-cut grass either. It’s the unmistakable smell of backyard grills firing up across the Midwest. To us it smells like heaven. To Hy-Vee it smells like opportunity.

An opportunity to show off their incredible selections of meats, produce, ready-made salads, meats, condiments, sides, meats, and meats. And to connect with their customers as the store with a helpful smile in every aisle. And meats.

As we do, we led with feelings for this iteration of “the shortest distance between two people is a smile." Crafting the story of a father surprising his son with a new play grill. It’s ripe with human connection. And meats.