Building community & connection through food and story
Hiller’s Markets first opened its doors in Detroit in 1940 and went on to become a beloved, family-owned company of 7 stores before it was sold to Kroger in 2015. Hiller’s was also Your People’s first PR client in 2008, when Lynne Golodner cold-pitched Jim Hiller, the grandson of the company’s founder and CEO at the time. A former food journalist, Lynne believed she could increase the already well-regarded grocery’s client connections through story and relationships and spent the next two years proving that to be true.
Building on decades of great customer service, outstanding selection, and a strong family brand, Your People deepened relationships with existing customers and inspired new traffic by highlighting the family story behind the brand. We began by creating an executive Blog in partnership with CEO Jim Hiller, then built a social media presence and revised the company’s website. We created content for regular e-blasts, hosted in-store events to highlight specialty items and products, and managed media relations, securing stories in TV, radio, and print through mainstream and industry media outlets.
We used the power of storytelling and face-to-face connection to build greater brand impact and longer-lasting relationships. People lingered over tastings, felt connected to the family by sharing favorite recipes at the butcher and fish counters, and built a celebrity persona in the CEO’s presence.
In the News
James A. Hiller
“Little did I know when I retained Your People’s Lynne Golodner as Hiller’s Director of Marketing, PR & Communications that her work could be directly equated to an increase in customers and ultimately in our income. It is a rare avis in business when a vendor’s services produce more income than they cost. Such is clearly the case with Ms. Golodner and her company.”
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