Ruler Foods is Kroger Brand's value retail brand. In a razor-thin margin world of grocery-retail, Ruler needed to build loyalty amongst its savvy, value-minded shoppers. We worked with them to radically rethink their identity, most notably with their in-store experience.
Our largest contribution to this business was a mindset shift away from value being associated with frugality or cheapness, and moreso with savviness. This was discovered through research that garnered the insight that Ruler was where a lot of consumers chose to go for key items, not because it was their only option.
Our insights were translated into a bright, fun, optimistic identity that lived on the walls, floors and aisles of Ruler Foods stores. In the process, we helped better reflect Ruler's shoppers, and hopefully brought a smile or two to their faces in the process.
The Ruler concept was expanded to many locations in the Cincinnati and Kentucky area, and Kroger also converted many of its previous value brand Jay C to the Ruler Foods concept.
