Dive Brief:

• Last month, Albertsons Cos. Jewel-Osco division introduced a furry red Cyclops named JOJO as its store mascot, according to Supermarket News. JOJO is making special appearances at the grocer’s 186 stores in greater Chicago, Indiana and Iowa.
• The intent is to help promote healthy eating and exercise among children as indicated by a blog post on the retailer’s website that reads, “This will help our customers-in-training eat right, exercise often and enjoy grocery shopping at Jewel-Osco.”
• Online ads now feature “JOJO’s picks” on healthy items such as fresh fruits and vegetables.

Dive Insight:

Anything a retailer can do to help parents — and consumers in general — when it comes to putting a square meal on the table and promoting healthy eating and exercise habits at a young age is a good idea. An estimated 17% of children and adolescents, or about 12.7 million people, are considered obese, according to the Centers for Disease Control and Prevention.The jury is out, however, about the introduction of a somewhat rotund and potentially frightening red Cyclops as Jewel-Osco’s latest marketing tool.

Still, other retailers and brands have long used mascots — generally targeting kids — as part of their messaging and delivery of the brand's promise. Toys R Us’ Geoffrey the Giraffe and restaurant chain McDonald's Ronald McDonald are iconic figures that immediately come to mind. Among big CPG brands, there’s Tony the Tiger and the Pillsbury Doughboy. Kids generally like and relate to these kinds of characters, so JOJO could possibly make for a more enjoyable grocery shopping experience for both parents and kids.

Historically, most grocery stores haven’t had mascots though. A notable exception is H-E-B’s H-E-Buddy, which in is similar to JOJO in that he also promotes healthy eating and exercise. Then there's the Sesame Street-like mascots of Grocery Outlet, known as the Frugal Friends, which are quite adorable and tout clever handles like Lois Prices, Ben Saven and Tammy Underspend.

After taking a closer look at JOJO and its associated kids program, things may begin to fall into place. Despite being a Cyclops, JOJO does seem a bit cuddly and resembles characters from the popular and beloved Pixar Monsters Inc. franchise. JOJO wants to help kids stay fit so they can occasionally enjoy cookies from Jewel-Osco’s bakery — an opportunity for the grocer to upsell some of its own products. Other retailers also have launched kids programs, including Giant Eagle’s Little Shopper Treat Cards, to encourage shopper loyalty and promote healthy eating.

A gimmick like JOJO and the kids program could make kids actually want to go to the grocery —  with Jewel-Osco their obvious store of choice. That’s one way to build shopper loyalty for the long-term as more consumer go online to buy their groceries or to purchase meal kits. It remains to be seen how effective JOJO will be in driving traffic and boosting fresh produce and other “healthy” sales at Jewel-Osco — or how long the furry Cyclops will last.