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Media Edge: Harris Teeter rebrands after launching campaign

Media Sales Lead: , recently debuted a new logo, a new tagline, and a modernized version of its familiar bread, apple, and fish icon. The rebranding reflects ongoing adjustments to HT's branding, an effort designed to display the brand's commitment to adapting to changes in the industry and in people's lives, per marketing VP Matt Martin. In other words, HT is working to position itself as a flexible company.

This launch closely follows a recent campaign roll-out; ads are currently airing on broadcast and cable channels in areas where HT operates, along with social media channels.

Key Lead Takeaways: Get in touch soon to secure last-minute ad dollars from future spot launches in the ongoing campaign.

Target Demographics: Moms of all ages

Key Spend Notes: 

• Spend shift summary: National TV spend is skyrocketing, and digital spend is also on the rise.
• Planning period: Q1
• Buying period: Q4

National Broadcast Analysis & Spend Breakdown:

*Note that iSpot categorizes Harris Teeter under Retail Stores: Grocery Stores*

• 2023 YTD Spend: $93.8k
• STP 2022 Spend: $0
• 2022 FY Spend: $44k
• 2021 FY Spend: $49.3k
• 2020 FY Spend: $0

YTD YOY Spend Increase: 100%

Ad Flight Breakdown (by spend): So far in 2023, HT has aired 23 national TV spots; its top five are "In Food With Love," "It's GameDay!," "Holidays: 2X Fuel Points," "Title Not Set," and "Fresh and Delicious."

Top Daypart (by impressions): Primetime (369k) and Weekend Afternoon (91.8k)

Top Networks (by spend): Bally Sports South and Bally Sports Southeast

Top Shows (by spend): NHL Hockey, Tennis Classics, Beach Volleyball, College Basketball, and Athletes Unlimited Basketball.

Top Industry/Vertical Spenders (YTD, by spend): Whole Foods (54.8%), Kroger (34.8%), Publix (3.3%), Grocery Outlet Bargain Market (1.8%), and Lidl (1.2%)

Digital Display & Social Media Spend Analysis & Breakdown:

*Note that Pathmatics categorizes Harris Teeter under Grocery Stores*

• 2023 YTD Spend: $466.2k
• STP 2022 Spend: $289.1k
• 2022 FY Spend: $2.5m
• 2021 FY Spend: $1.8m
• 2020 FY Spend: $2m

YTD YOY Spend Increase: 61%

YTD Ad Flight Breakdown:

• Q1 2023 Spend (to date): $466.2k
• Q1 2022 Spend: $300.4k
• Q2 2022 Spend: $504.8k
• Q3 2022 Spend: $942.8k
• Q4 2022 Spend: $781.2k

YTD Impressions: 65.4m

Top Ad Types: Facebook (55%), Instagram (35%), and Twitter (7%)

Top Purchase Channels: Direct (99%)

Top Publishers: Facebook (55%), Instagram (35%), and Twitter (7%)

Top Industry/Vertical Spenders (YTD, by spend): Kroger, Albertsons, Wegmans, Whole Foods, H-E-B, ALDO, and Thrive Market

Top Creative by Spend; see below: (note that not all creatives debuted in 2023).

Other Media Spend Analysis & Breakdown:

Vivvix: OOH, local broadcast, digital, print, Google Ads, Facebook and Instagram

Social Demographics: Women from the ages of 35-55 - however, lately, the brand has been targeting moms of all ages

2022-2023 Key Hires: 

• Kirsten Barner, Director, Shopper Marketing & Planning (February 2023)
• Jamie McGuire-Osborne: Senior Director, Advertising & Creative (August 2022)

Current Agency Roster: 

• elvis: Creative agency partner (January 2023 - HQ'ed in the UK but handling US work as well)
• : Media and digital AOR
• : Media AOR
• : Creative AOR

Insight Sources: Broadcast insights estimated by .