Raley's: Shelf Guide by Funworks

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.

Several of the new illustrated icons were also turned into a 30-second video and eight 15-second clips — shorts created to educate shoppers on the breadth of nutritional lifestyles and definitions of each icon in a fun digestible way. In one playful video, a tomato basketball player jumps and slaps a sugar cube from dropping into a jar of tomato sauce. In another scenario, this time set on a dating show, a head of cauliflower is chosen by a bachelor over an alluring donut and a bottle of beer. Each short provides the perfect complement to Raley’s desire to help customers make more informed food choices, extending its education of the expanded program and reach online and via social media. Raley's also took the illustrations and produced in-store collateral for all of their locations across Northern California and Nevada.