99 Ranch

For more than 40 years, 99 Ranch Market has been a cornerstone of Asian American communities, bringing authentic Pan-Asian ingredients and culinary traditions to households across the United States. As the brand continued to expand its national footprint, it teamed up with The Pollack Group to strengthen its position beyond its loyal customer base, reaching new audiences while maintaining its cultural authenticity.

Driving Brand Visibility and Cultural Relevance

After refreshing the brand’s messaging strategy, we developed and executed media campaigns surrounding new store openings, generating awareness in local markets and introducing the brand to new communities. Through targeted media outreach and storytelling, we highlighted each opening as both a retail milestone and an opportunity to bring authentic Asian ingredients and culinary experiences to more American consumers. Our efforts secured numerous broadcast opportunities, including live interviews and in-store segments that showcased 99 Ranch Market's shopping experience, product variety, and viral Asian snacks.

To maintain a consistent media presence beyond company milestones, we developed seasonal and culturally relevant story angles that connected Pan-Asian ingredients, recipes, and culinary traditions with broader American consumer interests. We also pursued ongoing opportunities to position 99 Ranch Market's CEO, Alice Chen, as an expert on the grocery industry. Our outreach connected the company's business insights with broader conversations about retail innovation, changing consumer preferences, Asian food trends, and the growing influence of Pan-Asian cuisine in the American marketplace.

Turning AI Search Insights into Communications Opportunities

Recognizing the growing influence of AI-powered search on consumer discovery and purchasing decisions, we introduced Generative Engine Optimization (GEO) analysis into 99 Ranch Market's communications strategy.

Our GEO audits examined how 99 Ranch Market and its competitors appeared in AI-generated responses to relevant grocery, food, and consumer queries. We evaluated brand visibility, competitive positioning, cited sources, and opportunities to strengthen the brand's presence in AI-driven discovery. More importantly, we translated these findings into actionable communications recommendations. By identifying the topics, publications, and content types influencing AI-generated answers, we uncovered opportunities for new media pitches, owned content, and strategic storytelling.

This approach allowed 99 Ranch Market to look beyond traditional media coverage and proactively adapt its communications strategy to an evolving search environment, helping the brand stay competitive as consumers increasingly turn to AI tools for information and recommendations.‍

Transforming Brand Expertise into a Consumer Experience

To extend the 99 Ranch Market brand beyond the grocery aisle, The Pollack Group spearheaded the development of Did You Eat Yet?, a cookbook celebrating food as a universal love language.

Written by CEO Alice Chen, the cookbook features 88 Pan-Asian recipes, highlighting the ingredients, culinary traditions, and shared experiences that connect families and communities through food. We managed the project from initial concept through production, overseeing creative development, editorial coordination, design, publishing logistics, and vendor management. By bringing together the brand's culinary expertise and cultural heritage, we helped transform an original content idea into a tangible branded product that strengthens consumers' connections with 99 Ranch Market.