Hy-Vee — Legacy

Only .1% of companies make it to 95 years. And after 95 years, Hy-Vee was looking to set the foundation for another 95. Helping a whole new generation of customers fall in love with them again. This wasn’t a revolution, it was a renewing of their vows.

Strategically we stayed true to the core of the brand, a brand with an obsession with human connection and customer service. A brand whose tagline since the 1960s has been “A helpful smile in every aisle”.

Our work dovetailed this idea, introducing a strategic North Star that bridged both human connection and customer service: “The shortest distance between two people is a smile”.

We sought to dimensionalize the smile. Infusing it with more meaning, more feeling and more humanity than they had ever before. Showing the smile’s power to comfort in times of pain, celebrate in times of joy, and assist in times of need.

Through our partnership and integration we were able to bring this new strategic vision to life (and debut it to the entire company in a 15,000-seat arena) in 80 days. We consulted with each vertical (marketing, merchandising, retail, HR, PR, finance and more) to integrate the idea of ‘the shortest distance’ into their workflows.

Culminating in the creation of a gigantic brand campaign that spanned from emotionally charged films to new brand guidelines, in-store signage and a company wide launch event.

Proving that the shortest distance between a client and its agency partner is a smile.