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Creative

Barkley and ShopRite Launch Two Private Own Brands to Wakefern Grocery Cooperative

The two companies worked together to bring the products to the food and household space

Barkley and ShopRite Launch Two Private Own Brands to Wakefern Grocery Cooperative

On November 11th, ShopRite, part of the Wakefern grocery cooperative in the northeast, launched two new private brands, food brand Bowl & Basket and Paperbird household products. The new brands signal ShopRite’s refocusing on the growing power that in-house brands will play in the grocery giant’s future.

Historically, store brands have focused on the budget-conscious consumer but lacked brand experience. Bowl & Basket and Paperbird were designed to bring craft and meaning to the private brand space.  To launch the new brands, ShopRite partnered with independent creative agency Barkley, who created two separate campaigns for the brands. 

The Paperbird ‘Clean in Peace’ campaign starts with the simple truth that most of the messes a homeowner cleans are not messes they themselves created. They are the messes of offspring or well-intentioned relatives who have no regard for the sanctuary of clean they’re so casually destroying. The spots capture how to turn a painfully humorous moment, such as a Cheetos covered sofa transgression, into a namaste moment of clean calm. 

The Bowl & Basket ‘For Life’s Recipe’ campaign celebrates that the best recipes are never just one single ingredient. Taking inspiration from the product name, the narratives uses the ampersand from Bowl & Basket to pair grocery staples with the everyday moments we often cherish the most—like milk & cereal & Saturday & pyjamas & together.

“Everything we did started and ended with our customer in mind,” says Chris Skyers, VP of Own Brands, Wakefern Corporation, “From sourcing to offering to our brand story, we pushed to be consumer obsessed.”

“For ShopRite to remain competitive, we had to reimagine the way we thought about our own  brands,” says Laura Kind, director, Own Brands Marketing and Packaging, Wakefern Corporation, “We chose to work with Barkley because they understand the modern consumer and brought customer-first perspective to these brands.”

The new campaigns for Paperbird and Bowl & Basket begin on November 11th when products hit the shelves in stores. The campaigns will appear on TV, social, out of home, radio and various digital channels. 
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Client - ShopRite

Vice President, Own Brands: Chris Skyers

Director, Own Brands Marketing and Packaging: Laura Kind

Brand Manager, Own Brands: Stephanie Golaszewski

Brand Manager, Own Brands: Kristen Salameh

Creative
Agency - Barkley

Chief Idea Officer: Tim Galles

Executive Creative Director: Katy Hornaday

VP Group Creative Director: Berk Wasserman

Creative Director: Tim McCracken

Sr. Copywriter: Justin Smith

Sr. Art Director: Chris Larberg

Sr. Art Director: Ben Caruba

VP Director of Integrated Production: Melany Esfeld

Senior Producer: JP McIntosh

SVP Client Experience: Courtney Shore

EVP Business Strategy: Brad Hanna

Brand Director: Jeff Witcher

Brand Supervisor: Mitchell Edmondson

Brand Manager: Emily Baker

VP/Strategy Director: Howard Lauscher

Associate Design Director: Jason Courtney

SVP, Intelligence: Chad Nicholson

Category: Retail and Restaurants , Supermarkets