the food & grocery trends report
THE SITUATION
elevating local brands and community relevance across the midwest
Despite strong loyalty across more than 70 stores throughout the Midwest, Fresh Thyme struggled to differentiate itself in an increasingly crowded grocery landscape. While competitors competed on scale, Fresh Thyme's greatest strength was its deep connection to local communities and commitment to supporting emerging regional brands, farmers and makers.
THE IMPACT
The effort strengthened Fresh Thyme's differentiation in a competitive category and elevated the retailer's profile among consumers, industry media and emerging brands seeking retail partnerships. The campaign contributed to record performance during Fresh Thyme's Vitamin Body Care Sale, generated sustained social engagement with approximately 1,000 new followers per week and a 6.4% engagement rate, and increased visibility among retail buyers and industry decision-makers. Most importantly, it reinforced Fresh Thyme's position as a retailer that combines national trend relevance with a genuine commitment to supporting local communities and regional entrepreneurs.
THE SOLUTION
Spool developed a communications strategy that elevated Fresh Thyme's role as a champion of local businesses and Midwest communities. We created the retailer's first Trends Report in partnership with SPINS, positioning Fresh Thyme as a credible voice on consumer behavior, wellness and grocery trends while generating attention among media, industry stakeholders and shoppers.
At the local level, we launched a hyperlocal influencer program in key markets, partnering with creators who authentically reflected their communities and could highlight local products, regional makers and in-store experiences. The program reinforced Fresh Thyme's commitment to supporting emerging brands while increasing relevance within conversations around food, wellness and lifestyle trends.
strengthened retail partnerships and customer trust
shifted perception from regional grocer to trend-forward thought leader
436 placements and 264m+ impressions