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Sure, megachains like Whole Foods and Trader Joe's can pull off a hip, millennial-savvy vibe. But what about those old-school regional grocers?
Lowes Foods, with around 100 locations in the Carolinas and Virginia, recently gave Winston-Salem, N.C., agency The Variable the task of creating a brand image that breaks most of the usual grocery conventions.
"It's not every day that a client asks you to help them rethink an entire category, much less their entire business," said David Mullen, director of account management for The Variable.