BUSINESS PROBLEM: Brand Share. Trader Joe's is not the current market leader for all grocery stores. We are working to convince people who are already in the grocery market to try our brand.

TARGET AUDIENCE: Cecilia Brown, Age: 23. Occupation: College student & part-time social media manager. Location: Los Angeles, California.

Cecilia is always juggling school, work, and social life. Loves experiences that make life easier and more fun. She is trendy, spontaneous, and thrives on humor and relatability. She values convenience, authenticity, and emotional connection. Cecilia doesn’t just want snacks; she wants an experience that feels personal, relatable, and a little indulgent. Trader Joe’s fits right into her lifestyle, allowing her to feel seen and catered to in all of life’s messy, beautiful moments.

What Research is Saying

“Trader Joe’s has perfected a consumer experience that feels personal, with a touch of indulgence, while still making customers feel like they’re getting a deal”.

— Harvard Business Review, Why Trader Joe's is So Successful.

“Trader Joe's isn't just a grocery store. It’s an experience, a curated shopping journey that makes customers feel special, offering them products they can't find anywhere else, while creating moments of indulgence”.

— Forbes, How Trader Joe's Continues to Win.

TRUTH: Trader Joe’s has reliable, essential groceries so I can feed myself for the week.

TENSION: But I always open my pantry and don’t have the food or snacks I crave. Most people go to the grocery store for bread, eggs, and milk. But the “real you” doesn’t only want that.

MANIFESTO:

Some days, you’re on top of the world. On other days, you’re just trying to stay sane. But no matter what, your cravings always show up, and they want what they want. The problem? Your pantry’s stuck in neutral. It’s full of the basics, and the "safe" choices, but none of them match your vibe. It’s all just... fine. But when your cravings come knocking, “fine” isn’t enough. You need something that speaks to how you’re really feeling right now, not just what you’ve been stockpiling for convenience. You deserve the foods that fit your mood, your moment, your cravings. No more settling. It’s time to snack on what you actually want.

MAIN IDEA: Shop for the real you.