Turning quiet good into
competitive advantage
Raley’s
Challenge
Raley's does tremendous good in their communities. But they're so humble about it that almost nobody knows. This was leading to fewer donations. Fewer volunteers. And mega-corps like Walmart and Amazon were winning on price while Raley's differentiation, actual community investment, was invisible.
Big Idea
We amplified their community work with “Good Never Stops” campaign. Not for ego, but to invite people in. It made Food for Families and other programs impossible to miss. The goal wasn't praise. It was participation.
Results
Food for Families: biggest donations in history, 23% increase
Volunteer participation increased (internal and external)
Consumer sentiment increased online by over 25%
Differentiated from mega-corps on values, not just price