PCC Community Markets

PCC is the nation’s largest community-owned food market with a deep history in Seattle — and a seriously devoted fandom. A few months after the co-op rebranded from PCC Natural Markets to PCC Community Markets, I was able to join the team in further shaping its voice. Over five years, I’ve worked with an ever-evolving team to create impactful content that tells the co-op’s unique story.

Campaign: Nowhere but the Northwest

While there are other local grocers, PCC has a uniquely own-able story in its offerings and deep-rooted relationships with Northwest farmers and makers. To reinforce the co-op’s dedication to the region and position it as a destination for all things local, I worked with designers to create a campaign with a bold call-and-response message that lived in-store, digitally and in paid media.

Email

PCC’s email program offers an opportunity to tell the stories that make the co-op special, from staff highlights to seasonal recipes and even weekly savings.

Voice Development: Cooking Classes

As part of the co-op’s education pillar, PCC offers cooking classes through a decades-old culinary program. While the program is guided by the co-op’s voice and style guide, I worked with the program owners to define a brand blueprint, characteristics, and positioning that shine the light on the program separately from how we speak to products and stores. This was then applied to the website, email and paid media.

Want to view the resulting messaging architecture? Reach out for access.

Print: The Stranger

The Stranger is a local publication that screams “Seattle” from the top of Mount Rainier.

For their New to Town edition, I created a full page ad positioning PCC as a local personality that would fit alongside the issue’s content — including articles titled, “How to Make Friends,” “You’re Pronouncing It Wrong,” and, “What’s the Worst Thing About Seattle?”