Raley's Holiday Campaign

This holiday advertising campaign is based on the notion that no two families in Northern California are even close to the same. They all have different traditions, family structures, dietary restrictions, religious beliefs, rituals, quirks, likes, hates, passions, tastes, recipes, influences and shtick. And while everyone does the holidays a little differently, it’s still always about the food.

Video helped establish Raley’s online personalized shopping and delivery for the holidays.

Fifteen second online social and digital videos feature Raley’s shoppers talking about their favorite dishes, recipes and how their families drive them crazy.

Some of the videos dealt with how hectic the holidays are and how Raley’s delivery and online ordering makes things so much easier.

A man holds a huge serving fork of holiday roast beef
A man scoops a tastes of holiday mashed potatoes
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  • Grocery stores have to holiday advertising campaigns. It’s an advertising law punishable by 60 days in advertising jail if they don’t do it. That’s a complete lie, but also not. As one of the top advertising agencies in San Francisco, we understand that our clients will often be doing very similar campaign planning as their competition. Every grocery store follows similar schedules. And while we have to find new messaging strategies for our clients, we also have to execute the tried and true in different ways that drive traffic at the times of year they need it most.

  • It’s frustrating because so much holiday advertising does look and sound the same. Smiling people, gift ideas, family gatherings, corny music and the same Santa nonsense year after year. Thing is, people love it. They love the repetition. They love the comfort that the same old thing brings. Division of labor has been creating and producing holiday advertising campaigns for a long time. Finding new ways in, subtle truths, new traditions and fresh ways to talk about the same things is a major part of the challenge every year. This grocery store campaign for Raleys cuts out all the bells and whistles and lets people just tell it like it is for them. We wrote scripts to act as guides, but we really just asked people questions about how they handled the holidays with family and they just told us the truth. Well, we think it was the truth. If it wasn’t they at least told us funny stories.

  • Yes! Division of labor worked with Raley’s for a few years and created a number of different ad campaigns around things like grocery delivery, dietary restrictions, saving money, customer loyalty programs and more. If you’re a grocery store looking for an agency, search “top advertising agencies San Francisco” and Division of Labor will come up right there on the first page, so we’re easy to find. Or since you’re already here reading this, click over on the contact us link. We’d love to hear from you 😁