Reaching Target Markets in the New Digital Landscape

In 2023, Central Market, a specialty grocery chain with locations throughout Texas, was challenged to expand its reach and strengthen its association with a broader, younger audience. While Central Market is renowned for its commitment to quality and its array of premium products, there was an opportunity to amplify their storytelling and engage with millennial and Gen Z consumers on a deeper level.

The Solution

Through extensive research and analysis, Hahn identified a key marketing channel for achieving their objective – social media influencers. In collaborating with eight influencers who shared Central Market’s passion for culinary excellence, they could create authentic connections with consumers and elevate the brand’s presence in the digital space.

During the year, Hahn managed three campaigns across platforms including TikTok, Instagram, and Facebook involving research and influencer matching, initial contact and contract negotiation, overseeing content creation and publishing as well as measurement and reporting.

The Results

Hahn’s influencer campaigns created ambassadors for Central Market who used their platforms to share compelling stories, recipes, and experiences that celebrated their personal, seasonal, and Texas’s culinary traditions. Through captivating cooking content and authentic endorsements, they helped foster a deeper connection between consumers and the brand, driving awareness and affinity for Central Market’s premium offerings.