Calling all diverse-owned brands!
Connecting certified, diverse-owned grocery and business service suppliers to opportunities with Peapod Digital Labs and the brands of Ahold Delhaize.
My Role
Recruit certified diverse-owned suppliers for PDL's Supplier Diversity Matchmaking and Supplier Incubator programs
Goal
Expanded reach → sustained quarterly application volume of 100+ applicants as program visibility increased
Stronger audience fit → approval rates peaked at 25%, doubling early program benchmarks and signaling a higher-quality applicant pool
Stronger audience fit → approval rates peaked at 25%, doubling early program benchmarks and signaling a higher-quality applicant pool
Results
About the project
Lead strategy, copy, creative
About the project
Through a targeted communications strategy spanning earned media, partnership-building with supplier certification organizations, and social promotion, I helped evolve the program from broad awareness to qualified engagement.
→ Progressive Grocer: Ahold Delhaize’s Digital Arm Searches for Diverse Suppliers
→ Supermarket News: Peapod Digital Labs reveals Private Brands Incubator participants to expand supplier diversity in the U.S.
→ Supermarket News: Peapod Digital Labs unveils private brand incubator
→ Supply Chain Dive: Retailers ramp up calls for diverse suppliers
→ NMSDC: Peapod Digital Labs Seeking Diverse-Owned Brands for Pitch Coaching and Virtual Showcase
→ Presence: Peapod Digital Labs Pioneers Incubator Program to Target Diverse Suppliers
→ Supermarket News: Peapod Digital Labs reveals Private Brands Incubator participants to expand supplier diversity in the U.S.
→ Supermarket News: Peapod Digital Labs unveils private brand incubator
→ Supply Chain Dive: Retailers ramp up calls for diverse suppliers
→ NMSDC: Peapod Digital Labs Seeking Diverse-Owned Brands for Pitch Coaching and Virtual Showcase
→ Presence: Peapod Digital Labs Pioneers Incubator Program to Target Diverse Suppliers
Incubator Program:
Matchmaking Program:
