Trader Joe's Marketing Strategy

Trader Joe's is a privately held grocery chain with 350 stores across 25 states. They specialize in healthy and organic private label foods which account for 70% of their sales. Their mission is to provide good value and information to help customers make informed decisions. Currently, Trader Joe's reaches few customers through social media and their goal is to raise awareness in the new adult/college market by 30% over 12 months through social media. Their $250,000 budget will go towards virtual cooking lessons, social media upkeep, a scavenger hunt mobile app implementation, and other expenses, and they will measure traffic, search engine optimization, and return on investment to evaluate the campaign.