Superior Grocers

In today’s competitive grocery landscape, national chains dominate, and delivery apps threaten to erase the in-store experience. For Superior Grocers, opening a second Las Vegas location wasn’t just about growing market share; it was about making a statement: that a neighborhood grocery store can still be a destination built on value, culture, and connection.

With inflation top of mind for consumers and shopper loyalty up for grabs, Superior Grocers turned to The Pollack Group to amplify its message, broaden its reach, increase awareness, engage the local community, and drive social media buzz to cement the brand as a trusted and beloved community anchor.

We developed a fully integrated public relations and influencer campaign to amplify the grand opening and spotlight Superior Grocers’ unique value proposition, from its diverse food offerings to its emphasis on affordability and family-first shopping.

Our campaign centered around three pillars: 1) A media story that resonated, 2) Influencer engagement that delivered, and 3) A grand opening event that elevated the brand.

For the media story, we positioned the opening not just as a retail event, but as a celebration of Las Vegas’ vibrant communities and food culture. Through targeted media outreach and exclusive previews, we secured feature coverage in high-impact outlets including Las Vegas Review-Journal, Eater Las Vegas, MSN & Yahoo, Las Vegas Sun, KTNV (ABC), KLAS (CBS/NBC), The Shelby Report, and more.

For our influencer relations strategy, we activated a curated group of local social media creators, from food bloggers to family-focused lifestyle influencers, to bring the in-store experience to life across Instagram, TikTok, YouTube, and Facebook. Content highlighted Superior’s cultural authenticity and real-time excitement, helping reach over 1.5 million users in a matter of days.

The grand opening event brought together media, community leaders, elected officials, and enthusiastic shoppers for a full-sensory experience featuring aguas frescas, fresh tamales, panadería samples, and more. Our team managed event storytelling, media interviews, and brand messaging to ensure consistency and amplification.

The outcome: we didn’t just launch a store; we launched a moment. This campaign proved that when strategy, storytelling, and cultural relevance align, retail brands can break through the noise and build lasting relationships with new audiences.