Grocer Southern Season, which has stores in Chapel Hill, Charleston and Richmond, has entered into an exclusive partnership with Chef Vivian Howard of the PBS television series “A Chef’s Life” to develop products to sell in-store and online. As part of her collaboration with Southern Season, each of Southern Season’s three retail locations will showcase a Vivian Howard Shop featuring her favorite artisan products, gadgets, kitchen staples, and more.
Howard, owner of the acclaimed Kinston, N.C. restaurant Chef & the Farmer, will also be presenting a cooking demonstration at Southern Season in Charleston, S.C. Raised in a rural community in eastern North Carolina, Howard moved to New York after college. There, she learned from some of the best chefs in the business and planned to eventually open her own restaurant. Instead, Vivian’s parents offer to fund a restaurant if she would open it back in Kinston, N.C.
This is a perfect grocery retail promotions execution from Southern Season that draws on a geographically relevant personality to enhance both brands. To stay on top of this and other retail marketing trends, visit Theory House, the agency built for retail.