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Raley's Shelf Guide

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Lore
Tuesday, Aug. 6, 2019

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Proudly family-owned, Raley’s Markets is focused on offering customers education and transparency when they are making their grocery purchases. In an effort to educate customers about products and packaged food labels, they developed Raley’s Shelf Guide™ — a system of icons both on the shelf and online to help customers make more informed decisions. To help get the word out about the updated system, Raley’s partnered with creative agency Funworks for a campaign that puts a fun and engaging twist on nutritional health. 

Funworks developed a campaign to support the customer-facing education of Raley’s Shelf Guide, including 23 special icons. Working with animation studio Lobster, Funworks brought the guide to life with unique illustrations meant to educate people on the specific diets or lifestyles referenced by each icon. From a “Keto Friendly” icon featuring sunglasses-wearing bacon and butter lounging in a frying pan to a strongman pumping iron for a “High In Protein” icon, each image beams with warmth and color.

Raley's Shelf Guide campaign from creative agency Funworks. Look for these icons in-store on product price tags. Or shop online to easily filter items that fit your diet or lifestyle—for you, your pet or your home.

  • Placement: Social, Web, OTT Digital (Hulu) 
  • Air Date:    7/8/19
Credits

Client: Raley’s 

Campaign: Raley’s Shelf Guide

Spot Title(s): Raley’s Shelf Guide

Raley’s Shelf Guide - Nutrient Dense
Raley’s Shelf Guide - Gut Health
Raley’s Shelf Guide - Carb Friendly
Raley’s Shelf Guide - No Added Sugar
Raley’s Shelf Guide - Clean Label
Raley’s Shelf Guide - Meat as First Ingredient 
Raley’s Shelf Guide - No Added Fragrance
Raley’s Shelf Guide - Paraben Free

Agency: Funworks

CD: Craig Mangan
Producer: Andrea Bustabade
Art Director: Tanny Tan
Art Director: Maggie Bradshaw
Copywriter: Kevin Turner
Account Director: Claire Crozier
Account Manager: Jodi Naglie

Illustrator Company: Lobster Animation

Illustrator and Animators: Fausto Montanari and Nikolay Ivanov

VFX Studio: M Squared Production 

VFX Artist: Phillip Lantz
Producer: Sara Benedict 

Music & Sound: Singing Serpent “Rich Parrots” 

Composer: Jason Begin

Category: 
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