Sedano’s Supermarket is known for its Hispanic products and authenticity, but it faces the challenge of being perceived as a discount grocer for older consumers. Most younger Hispanics see it as their grandparents' grocery store, not theirs. We aimed to make Sedano’s culturally relevant and current to Gen X and millennial Hispanics, to entice this audience to shop at their local Sedano’s. In 2023, our goal extended beyond nurturing relationships with our long-standing patrons – boomers and the silent generation – to fostering connections with emerging generations – millennials and Gen X. We launched an influencer program with creators who are representative of this audience to show how people like them cultivate cultural traditions for their loved ones with Sedano’s.
- We amplified Sedano’s relevance by connecting with millennials and Gen Xers through content, activations, and influencers that celebrated culture, showed our commitment to our community, and promoted our quality products. The Sedano’s experience goes beyond the supermarket. It’s the bridge that connects you to your past, present, and future.
- We met millennials and Gen Xers where they are: on Instagram and TikTok. We partnered with a diverse blend of national and hyper-local celebrities and macro, micro, and nano influencers. When selecting these influencers, we used detailed criteria to ensure alignment with the brand's persona and to foster an authentic connection with our target audience. We partnered with a carefully curated group of six influencers who embodied Sedano’s brand values. These collaborators were instrumental in crafting content that emphasized key business initiatives while tapping into cherished family traditions, like the sharing of authentic Hispanic recipes. This content was strategically timed to coincide with key moments throughout the year, especially during our Season of Giving fourth-quarter holiday initiative. Leveraging the collaboration feature on the brand's Instagram account proved instrumental in amplifying our overall reach and fostering substantial follower growth.
- We had a touring event in stores that our key creators attended to help amplify visibility and attendance. This touring event was called the Pan Con Lechon Tour (Cuban-Style Pulled Pork Sandwich), where Sedano’s chefs had pop-ups in different store locations to sell and promote a classic Miami dish - pan con lechon. Our creators joined in on the fun by leveraging giveaways to entice our customers to visit the tour at our stores. Some of the giveaways included gift cards and free pan con lechon. These key moments and activations were brought to fruition through the content of our talented creators, who understand our audience and incorporate the cultural essence of our brand. They are an integral part of our extended Sedano’s familia, bringing our brand to life and building connections with our customers.
Overall, our influencer campaign drove over 944.89K engagements, more than 13MM video views across platforms, and more than 13MM total impressions. The impact across platforms surpassed our 2022 influencer campaign performance, leading to 2.3X engagements and 1.8X impressions. The campaign reached our key demographic – millennials and Gen Xers – as the influencers’ average audience is between the ages of 30 and 45, confirming a successful influencer program.
