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H-E-B / CENTRAL MARKET

Challenge:
For the opening of its first North Texas location, H-E-B/Central Market, a gourmet food emporium, needed a communications plan that would enable it to bond quickly with Fort Worth shoppers by celebrating the city’s distinctive blend of cowboys and culture.

Strategy:
Witherspoon recommended a coordinated series of tactics calculated to kindle a Cowtown food frenzy. The multifaceted communications plan integrated a proactive media relations effort with community preview tours, capped by a spectacular grand-opening celebration.

Solution:
Grass-roots interest and strong word-of-mouth were key. Starting one month out, neighborhood and business groups representing a broad cross-section of the community were invited inside the new store for guided tours. On the eve of the grand opening, one final “sneak preview” tour was conducted in order to give media representatives unimpeded access to all the pertinent background information, as well as photograph opportunities and interviews with H-E-B/ Central Market executives. The grand-opening celebration itself was an all-day affair featuring local celebrities and dignitaries, along with an eclectic mix of musical entertainment.

Results:
The results far exceeded H-E-B/Central Marketís expectations, setting a record for the biggest grand opening in the company’s history. By conservative estimate, more than 35,000 people shopped the store on opening day. Media coverage of the festivities equated to $257,829 in print advertising and $58,910 in commercial broadcast air time. Central Market remains firmly positioned with the Fort Worth-Dallas and surrounding media as the place for people who are passionate about food.