Price Rite Marketplace overhauled its brand to provide customers with an elevated shopping experience in “food deserts” where it is difficult to find affordable or good-quality fresh food.

BMLPR was charged with raising awareness and driving traffic to its 35 rebranded stores. To capitalize on a stronger media hook and engage the community, the team positioned each store rebrand as a grand opening event with a ribbon cutting ceremony, in-store entertainment and customer incentive.

Each grand opening attracted hundreds of members of the community, with lines wrapped around the building, and resulted in sales increases within the first two weeks of operation.