Raley's Something Extra

Every grocery store says they’ll save you money. But Raley’s saves people money on the things they actually buy most. So we photographed Raley’s customers with what they buy most in order to increase enrollment in Raley’s Something Extra Savings Program.

You might also like to see the work we did for Raley’s Delivery Service. View the campaign here.

And the campaign is being rolled out digitally, across social channels and within all Raley’s, Bel Air and Nob Hill stores. (You’ll probably see it on their trucks in a few months too.)

The campaign was rolled out digitally, across social channels and within all Raley’s, Bel Air and Nob Hill stores.

Photographer Cody Pickens got each first-time model comfortable on set by letting them each choose their own music. Nice touch, Cody. https://www.codypickens.com

Photographer Cody Pickens got each first-time model comfortable on set by letting them each choose their own music. Nice touch, Cody. https://www.codypickens.com

WANNA KNOW MORE?

  • Yes, they are indeed real customers. We worked closely with our clients to do a casting call for customers enrolled in their Something Extra Savings Program. Division of Labor is one of the top ad agencies in the San Francisco Bay Area, so Raley’s is an actual part of our lives. We wanted customers that represent the varying dietary habits of the Raley’s shopper.

  • We certainly could use AI for a campaign like this. As a digital ad agency in San Francisco, we explore and experiment with the latest technology all the time. AI has opened up an entirely new way to create and produce the ideas we develop. But the authenticity that a photographer like Cody Pickens can capture in a simple portrait on a white seamless is striking. And using real customers allowed us to be authentic with the brand. Each person we shot chose the item they wanted to pose with and we created the scenes around them. A lot of the magic happens when you’re on set working with people. And while AI allows us to do incredible things, it’s only as good as the commands we give. Here’s Cody’s website if you want to see more of his work. https://www.codypickens.com

  • We have no idea. In England, Sainsbury is some of the most famous advertising in the industry. But here in the states, too much of it is just fake looking people and low price claims. As one of the top ad agencies in San Francisco, we know the value of awareness, especially when nearly 40% of people living in an urban area reported having more than four grocery stores within five miles of their home. So of course, the food quality and price matters, but the strength of a great brand will get people to try one of those stores they currently drive past.