Gelson’s Markets
Goal: Gelson’s Markets, a trusted name in premium grocery across Southern California, partnered with Chemistry PR to build brand visibility through consistent earned media, influencer campaigns, and curated in-store experiences. The objective was to attract new audiences, reinforce Gelson’s as a destination for quality food and thoughtful service, and generate buzz around seasonal campaigns, product launches, and brand partnerships. A priority initiative included the introduction of ReCharge by Gelson’s, a new premium convenience store concept created in partnership with Rove. Additional partnerships with the California Milk Advisory Board and the California Avocado Commission also played a key role in strengthening local relevance and storytelling.
Strategy: Chemistry PR led an integrated campaign that included strategic press outreach, influencer content, and experiential moments designed to generate momentum both in-store and online. Media angles were built around timely offerings—holiday meals, specialty items, exclusive collaborations—and amplified through product drops and tastings. Signature events like the Hatch Chile Roast, Bubbles & Bites dinners, and Savor the Holidays activations provided recurring content opportunities. A standout moment came with a bottle-signing event featuring Jason Momoa, which drew large crowds and extensive media coverage. Chemistry PR also positioned ReCharge by Gelson’s as an innovative step forward for the brand, earning coverage in both consumer lifestyle and grocery trade outlets. Seasonal campaigns developed in collaboration with the California Milk Advisory Board and California Avocado Commission further reinforced Gelson’s connection to local growers and premium California products.
Results: The campaign earned more than 500 media placements across print, digital, and broadcast platforms, including USA Today, Los Angeles Times, KTLA, San Diego Union-Tribune, Tasting Table, and Eater. Estimated reach from media coverage topped 2.13 billion, with projected lifetime views exceeding 170 million. On the influencer side, the campaign drove 338,000+ total social views, including 102,000 YouTube views and 61,500 TikTok plays, and resulted in 15,100+ engagements across Instagram, TikTok, and YouTube.
The Jason Momoa event became one of the most visible in-store activations of the year, generating significant buzz both online and off. The launch of ReCharge helped redefine the brand’s footprint in the modern convenience space, while ongoing work with the California Milk Advisory Board and California Avocado Commission strengthened Gelson’s role as a proud supporter of regional agriculture. Throughout the campaign, Chemistry PR helped Gelson’s stay top of mind, consistently showing up across press, social, and community platforms with purpose and relevance.