groceries are boring
so we turned product attributes into tabloid scandals, changing groceries into characters you follow

no name® products have always had personalities. grocery goss gave them reputations. instead of advertising product benefits, we reported on them. ingredient changes became conscious uncoupling, high protein became a status war, household cleaning products became trash talk. product truths became front-page news where shoppers didn't just browse low priced products, they followed feuds, scandals and storylines.

my contribution: all content and stories