ShopRite launches two new brands

Supermarket retailer 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 and cereal and Saturday and pajamas and being 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.”