Good Food Holdings has chosen brand experiences agency Laughlin Constable to be the West Coast grocery operator’s digital agency of record, according to an emailed Monday press release.

The marketing company’s connected experiences group will help Good Food Holdings, which runs about 50 supermarkets under five banners in Southern California and the Seattle and Portland, Oregon, areas, in its efforts to be a “personal experience brand,” the grocer’s Chief Digital Officer Scott DeGraeve said in a statement.

Good Food Holdings’ banners include Lazy Acres Natural Market, Metropolitan Market, New Seasons Market, Bristol Farms and New Leaf Community Markets.

Owned by South Korean retailer E-Mart, Good Food Holdings has sought to stand out by providing highly personalized experiences to shoppers and is embracing technology like smart carts and electronic shelf tags to improve convenience and strengthen ties with customers.

The company has also worked this year to develop new websites for all five of its banners and upgrade its online grocery presence using Instacart’s Storefront Pro white-label e-commerce platform.

Good Food Holdings started looking for an agency to handle its digital marketing activities in May and settled on Laughlin Constable in September, according to the announcement. Laughlin Constable, which runs offices in Milwaukee and Chicago, works with clients in multiple industries, including meat supplier Vienna Beef, brewer Yuengling and hardline wholesaler True Value.

“The agency’s research rigor, agile processes, deep retail experience, and unique approach to creating highly personalized experiences really solidified our choice,” DeGraeve said in the press release. 

Other grocery companies that have named digital agencies of record in recent years include Wakefern Food Corp., which tapped Huge Brooklyn to redesign the supermarket cooperative’s online presence in 2021. In 2020, Cub Foods chose MSP-C to manage digital projects including website content, user experience and brand campaigns.