We started working with Raley’s on a special project that initially had a narrow objective to capture more vendor co-op participation. Seeing the additional need to develop strong, meaningful connections with shoppers beyond price and selection, we turned the assignment into Something EXTRA Magazine.
On each cover, we featured a commodity product that is valued and emblematic of freshness, using a consistent ‘fresh’ illustration technique that moved people beyond the sameness of fully styled food photography.
Not only has it become a highly successful and profitable food and lifestyle publication with a profound impact on sagging produce sales, it has also helped moved thousands more cases of produce. The magazine’s effect was so elevating that Raley’s has since adopted Something EXTRA to represent that store’s overarching brand and continues to this day.