Longo's
Family Roots In A New City
Strategy
Overview
Blue Door helped Longo's open its 40th store in Kitchener with a months-long campaign that turned a grocery store opening into a genuine community event, generating 2.25 million earned impressions and drawing 11 local dignitaries to opening day.
Opening a grocery store sounds simple enough. Opening one in a new market, in a city that’s never had a Longo’s before, for a brand whose identity is built on community, is a different challenge entirely. When Longo’s asked Blue Door to support the launch of its 40th location in Kitchener, Ontario, the brief went far beyond a press release and a ribbon cutting. Blue Door built an eight-month campaign designed to make Kitchener feel like Longo’s was opening for them specifically. That meant hiring from the community first, getting local dignitaries invested in the milestone, and earning media coverage that told the story of a family business putting down roots in a new city rather than a retail chain expanding its footprint. By opening day, the store had already been in the news for months. The crowd gathered before the doors opened. Eleven local officials stood on the floor. And the campaign had generated more than 2.25 million impressions against a target of 500,000.
Scope of Work
Event Management
Built and vetted the full media and dignitary guest list, developed the event itinerary and run-of-show, compiled dignitary bios and photographer shot lists, and provided full on-site support on opening day.
Media Relations
Developed and disseminated the grand opening press release, drafted key messaging and an FAQ document, submitted event listings, and monitored coverage throughout the campaign from May through November 2024.
Stakeholder Communications
Managed ongoing liaison with local dignitaries, media, and Longo's team members, providing regular updates to ensure alignment and consistent messaging throughout the campaign.
Issues Management
On the eve of the grand opening, rapidly developed critical communications in response to a potential event postponement, engaged all stakeholders promptly, and resolved the situation so the event proceeded as planned.
Measurement and Reporting
Established KPIs at campaign outset and delivered a full wrap report tracking all results against benchmarks.
Results
Earned Impressions
Across 15 earned placements in local news and grocery trade media, finishing at 350% of the original 500,000 impressions target.
Dignitaries at Opening Day
Including Kitchener Mayor Berry Vrbanovic, against an original target of three. The milestone framing helped Blue Door secure civic leadership from across the region.
Job Fair Applicants
Nearly 3,000 people lined up before the store even opened, generating 7 pieces of organic earned media and 1.4 million impressions months before opening day.
The Job Fair That Got the City Talking
Blue Door started building buzz before a single product hit a shelf. The lineup of nearly 3,000 applicants wrapping around the local community centre wasn't just a hiring success, it was a story. Local media covered it without being pitched, and that organic momentum carried into the opening months later. Approximately 3,000 job fair applicants generated 7 pieces of unprompted earned media and 1.4 million impressions months before opening day.
11 Dignitaries on the Floor: How to Make a City Feel Invested
Getting eleven local officials to a grocery store opening, including the mayor, takes a different kind of effort than a standard media invite. Blue Door framed the Longo's 40th-store milestone as an economic and community story worth showing up for, and Kitchener's civic leadership agreed. 11 dignitaries in attendance against a target of 3, including Mayor Berry Vrbanovic, Councillors Ayo Owodunni and Sue Foxton, and a representative for MP Valerie Bradford.
2.25 Million Impressions Across Two Very Different Audiences
The campaign needed to work locally and in the grocery trade simultaneously. Nine local news placements made Kitchener residents feel the store was opening for them. Six trade placements in Canadian Grocer, Grocery Business, and Progressive Grocer positioned the milestone as a meaningful chapter in Longo's growth story. 15 total earned placements: 9 local news, 6 grocery trade. 2,251,900 impressions, 350% of target.
