food & grocery trends report
THE SITUATION
turning shopper data into a headline-worthy brand moment
Fresh Thyme Market, a mission-driven and community-focused grocer with a strong presence across the Midwest, aimed to reinforce its position as the trusted local retailer both to customers and within the larger grocery industry.
THE IMPACT
The campaign significantly boosted Fresh Thyme’s visibility and credibility, positioning the brand as a shopper-savvy, insights-led retailer. With 436 placements and 264M+ impressions—including national coverage in Eat This, Not That!, Food Navigator-USA, and Progressive Grocer; the report reached well beyond the Midwest. It helped shift perception from regional grocer to trend-forward thought leader, driving a measurable lift in unaided awareness and strengthening retail partnerships and customer trust.
THE SOLUTION
Spool partnered with Fresh Thyme and their data partner, SPINS, to concept and launch the brand’s first-ever annual Trends Report. The goal was to surface what mattered most to regional shoppers not just nationally, but down to the community level. We analyzed in-store data and shopper behavior across dozens of locations, identifying broader values and trends beyond top-selling items. These insights were shaped into a Top 10 list aligned with Fresh Thyme’s brand priorities, covering everything from wellness to sustainability and seasonal preferences. The report was designed to serve both media and consumer audiences—shared with press as a newsworthy story and published on the brand’s website as a digital experience.
strengthened retail partnerships and customer trust
shifted perception from regional grocer to trend-forward thought leader
436 placements and 264m+ impressions