Can marketing make or break a grocer?

For Lidl, the European discounter that’s struggling nearly a year after landing in the U.S., marketing will play a vital role in getting more people to visit its stores. The chain is pumping up its price messaging and advertisements in hopes that consumers will see what’s made the company such a hit abroad.

Creative marketing can also tap into promising trends. But as the local food movement — which continues to build steam — demonstrates, retailers have to make sure their promotional efforts match consumer expectations.

As large chains drive down prices and e-commerce makes it easier for shoppers to try new sellers, retailers have to show what they stand for.

We hope you enjoy this spotlight on grocery marketing.

1. More than mileage: Grocers embrace story and transparency in local marketing

   Food and beverages sourced from small, regional players are providing a path to growth for supermarkets of all sizes, but retailers need to clearly communicate their brand's definition of "local" to make the sale. Read More »

2. Can promotional changes boost Lidl's fortunes?

   U.S. customers haven't yet come around to the discounter's price-meets-quality proposition — so it's turning up the volume. Read More »

3. Why have grocery stores changed the channel on TV advertisements?

   ABroadcast ads are few and far between, with analysts saying there are far better ways to reach today's consumers. Read More »

4. Shop 'n Save ads promote human experience of grocery shopping

   Steering a full shopping cart and navigating the store with a difficult toddler are just two of the all-too-relatable scenarios the company highlights. Read More »

5. Whole Foods launches first ad campaign with Amazon

   The funny, quirky ads focusing on shoppers are a departure for the grocer, which previously put a spotlight on the quality of its products and the stories behind the people who made them. Read More »