Brief

How do we shift Trader Joe’s from being synonymous with ‘granola white people’?

Problem

For African Americans who have never shopped at Trader Joe’s, it’s seen as an expensive, healthy white person grocery store. Which is no surprise, when you consider it has a small footprint with unfamiliar brands - which screams boutique & high prices - and it’s primarily located in wealthy, white neighborhoods. It doesn’t help that they also have a reputation for gentrification.

Opportunity

There’s an extreme lack of diversity in mainstream health and wellness - and when you don’t see people like you, you’re less likely to think it’s something for you. In response to this, there’s a movement of diverse dietitians and trainers making recommendations for people that look less like the cover of a magazine, and more like everyday people who can’t dedicate their whole paycheck and limited free time to living the perfect healthy life.

Solution

Lean into Trader Joe’s perception as a healthy grocery store, and serve as a valuable partner in the growing diversity movement in health and wellness.


Cultural Tension

Health & wellness as a whole is white washed. From the influx of boutique fitness classes and brands like Lululemon, to even a simple google image search of wellness, you’re seeing one kind of person as the face of this movement.

A person’s cultural background also has a huge impact on their relationship with food. 78% of registered dietitians in the U.S. are white (as compared to 60% of Americans identifying as white, non-Hispanic), and this lack of diversity in the people who are telling us what’s healthy means a lack of diverse nutrition recommendations.

However, there is a wave of African Americans who are working to create resources that bring people of different backgrounds into the health & wellness space. And other brands are starting to take notice.


Strategy

Be an ally in the growing diversity in health & wellness.


Bringing it to life

In tandem with internal initiatives that ground the company in diversity, Trader Joe’s can become an ally for this growing movement of diversity.

  1. Communicate the affordable options available at Trader Joe’s.

  2. Become an advocate for healthy living to our target audience.

  3. Develop relevance and deliver the benefit of Trader Joe’s in the African American community.

Partnerships:

  • Leaders in the diverse Health & Wellness space

  • Gabrielle Union Wine Journey

  • The Mess Hall: Local African American Chef Operated Co-Op Markets & community outreach events

Communications:

  • Health Enthusiast Ambassador Marketing

  • OOH for The Mess Hall