Business Problem:

Brand share—Trader Joe’s is not the top leader of grocery store brands, so we are trying to convince people already in the market to try this brand.

Consumer Narrative:

Bella, age 24, lives in Minneapolis, MN

  • She is outgoing, friendly, trendy, likes eating healthy while maintaining a balance, likes to be active such as going on walks, working out, and doing pilates.

  • Bella is just out of college and has now started her full-time job in Finance. She does not have a lot of spare time from her busy work schedule. However, she doesn’t like every day to be the same and to have the same routine. She is spontaneous and likes trying new things or looking forward to something new every day. She does this by changing up her walking path every day.

  • She wants new experiences and things that aren’t mundane that can spice up her life.

What People Are Saying:

“Trader Joe's stocks its shelves with a variety of seasonal products every spring”.

— Savanna Swain-Wilson from Business Insider, I tried 30 of Trader Joe's seasonal spring products, and there are only a few I wouldn't buy again (2024).

“And if you follow as many TJ's accounts as I do, you know that they've been dropping seasonal holiday items left and right. So, naturally, I had to grab a few and give you all an honest review of what you should run to grab and what you can definitely skip”.

— Claudia Santos from Buzz Feed, Trader Joe's Just Released A Ton Of New Winter Items, So I Reviewed 6 Of Them (And Some Missed The Mark) (2023)

Truth & Tension:

Trader Joe’s has a lot of seasonal food that is weird.

The weird food scares me but I am intrigued and want to try them.

Mini-Manifesto:

At Trader Joe’s, we don’t just embrace the seasons—we go over the top, creating seasonal foods so delightfully weird they’re impossible to resist. From butternut squash-flavored everything to unexpected holiday treats, our shelves are a playground for the curious. Sure, our bold foods might scare you a little, but that’s part of the fun. We invite you to try something new and experience the joy of the unexpected. Because when it comes to celebrating the seasons, we believe more is always better—and we’ll make sure you’re smiling through every bite.

Main Idea:

When It Comes To Seasons, We Go Over The Top.

When It Comes To Seasons, We Go Over The Top.