#TWEETEN ISSUES HOW TO#
#TWEETEN ISSUES PROFESSIONAL#
#TWEETEN ISSUES TV#

#TWEETEN ISSUES TV#

I always say when it comes to marketing, ‘no guts, no glory’ and he’s one of the people that I know who not only says that, but lives that.”Īs an example of a marketing initiative that took Hy-Vee out of its comfort zone, Tweeten points to the 2011 decision to make celebrity chef Curtis Stone a centerpiece of the company’s TV commercials, print ads and in-store promotional materials.

#TWEETEN ISSUES PROFESSIONAL#

And he has made me, more than any other professional in my life, a better marketer. Personally, he really pushed me outside of my own wheelhouse and comfort zone. It’s fascinating to watch how his mind works and how he processes information and pounces on an opportunity.

#TWEETEN ISSUES HOW TO#

He really understands how to get out in front of an issue. But while Randy Edeker will many times refer to himself as ‘just a grocery guy’ in a humbling way, he is absolutely brilliant. And I like to think I have a fairly strong creative muscle myself. “Because of my profession and, working for ad agencies in Chicago and offices in Dallas and Des Moines, I’d been fortunate to be around ridiculously creative people that inspired me. “When I first got to know him, I remember being enamored with the way he saw the world,” Tweeten says. Among Tweeten’s early clients was the director of operations for Hy-Vee’s Kansas City stores, Randy Edeker, who would later become her boss and the company’s chairman, chief executive officer and president.

Tweeten has been promoting the Hy-Vee brand for more than three decades, initially as an executive with The Meyocks Group, an advertising firm that once was owned by Hy-Vee. In recognition of her marketing efforts and creativity, the editors at MMR are honoring Tweeten as one of Seven Executives Who Made a Difference in 2016. We will always differentiate ourselves from competitors by our customer service and our brand promise to be more helpful than any other retailer.” For example, we want our customers to have an amazing customer experience when they interact with our Aisles Online program, our online grocery ordering site, or through the service we perform in our communities - whether it be donating food to the local food bank or volunteering at a charity event. We want our fundamentals to be reflected in everything that we do - from our e-commerce to our social media and online platforms. “Every day, we are figuring out ways to take that smile, that friendliness and that helpfulness that we are known for and find ways to extend it beyond the aisle. “More than ever, ‘A helpful smile in every aisle’ is absolutely critical because we’re taking that tagline beyond the in-store experience,” Tweeten says. The task of updating the brand to reflect modern realities while still honoring Hy-Vee’s heritage is the responsibility of Donna Tweeten, executive vice president and chief marketing officer at Hy-Vee.

Although still centered in the Midwest, Hy-Vee has a growing national profile as a progressive grocer and a pacesetter in the movement to make the supermarket a hub of culinary excellence, a place where shoppers can go to get great food and ideas about how to prepare it. Hy-Vee introduced the tagline when it was a regional grocer deeply anchored in the small-town values of its founders, who in 1930 opened a store in Beaconsfield, Iowa, with the goal of providing “good merchandise, appreciative service and low prices.” Today, Hy-Vee is a more multifaceted company.

Tweeten issues