The Company—D’Agostino Supermarkets, the 100-year-old family-owned Italian grocer based in New York City. At its peak in the 1990s, with 26 locations and sales $200 million p.a.
The Challenge—How to compete with worsening competitive pressures from Whole Foods and expanding drugstores, financial pressure from real estate costs, unionized labor expenses, and trade credit restrictions.
The Insight—The power of branding to revitalize a storied but aging brand losing traction to new relevance. D’Agostino’s buried heritage as a leading purveyor of Italian food with a scrappy, legacy New York image. These were underleveraged through an entire misrepresentation in brand positioning, design and audience engagement.
The 4Cs Shift—We applied our 4Cs discipline to reimagine:
- Conversation: Bring relevance to an old establishment in a New York category infamous for a fickle clientele obsessed with the ‘new’.
- Clarity: Stake out D’Agostino’s claim to be New York’s authentic Italian grocer.
- Currency: Address the needs of a new generation of newly minted foodies desiring a best-in-class Italian market intrinsic to their values and everyday living.
- Culture: Create and produced a Brand Bible to train the rank and file on the importance of the brand and how to live it.
The Result—Delivered bold new brand positioning, messaging and merchandising to map a new trajectory for the business while preserving the heritage, contemporizing customer experiences, and elevating D’Agostino to a compelling, market and destination.