Celebrating AAPI Heritage with 99 Ranch Market's New Campaign 'Raised by 99 Ranch'
In a heartfelt celebration of Asian American and Pacific Islander Heritage Month, 99 Ranch Market, the leading Pan-Asian grocery store chain in the United States, has launched a powerful new campaign titled 'Raised by 99 Ranch.' The campaign is designed to foster a sense of nostalgia and community, spotlighting the profound relationships that families have developed with the brand over the years.
The heart of the campaign lies in its multi-generational storytelling approach, effectively showcasing real families and how their experiences with food have shaped their identity and sense of belonging. It's a narrative that hits home for many: 99 Ranch isn't just a grocery store; it is a cherished part of their upbringing, a place where memories were created and culinary traditions were passed down.
The campaign's launch coincides with the increasing recognition of AAPI contributions to American culture and heritage. Through platforms like Instagram, TikTok, and YouTube, 'Raised by 99 Ranch' rolls out engaging short videos that feel authentic and relatable. The first video features 99 Ranch Market's CEO, Alice Chen, whose father Roger Chen founded the company in 1984. Alice reflects on her family's legacy, bringing to light how integral 99 Ranch Market has been in shaping the experiences of countless shoppers.
99 Ranch Market has been a beloved presence for over four decades, evolving from a simple grocery store to an emblem of comfort and togetherness for families across generations. With 66 stores spanning 11 states, it continues to solidify its status as a foundational pillar for many families, including those who have watched their parents and grandparents shop in the same aisles.
The 'Raised by 99 Ranch' campaign delves into the emotional significance of these shared experiences. Viewers are invited to reminisce about finding familiar ingredients that remind them of home, navigating the ups and downs of recreating cherished dishes, and the excitement of generating new family traditions that honor the past.
Alice Chen articulated the vision behind the campaign and its ongoing commitment to connecting with the community, stating, "As we continue to grow, our focus remains on staying deeply connected to the communities we serve. 'Raised by 99 Ranch' reflects our role in honoring and advancing Asian American and Pacific Islander culture, bringing authentic flavors, traditions, and stories into everyday life while fostering meaningful connections across generations." This campaign provides an opportunity for people to contribute their own stories and memories, emphasizing a collective experience that resonates with many.
Founded by Roger Chen, an immigrant from Taiwan, Tawa Supermarket, Inc. is the parent company of 99 Ranch Market, playing a significant role in popularizing Asian cuisine across the U.S. The store has built a loyal customer base drawn from diverse backgrounds, which in turn fuels the ongoing dialogue and connection to culture that is pivotal to the brand's mission.
As the campaign unfolds, the essence of 99 Ranch Market shines bright, highlighting not just a place of shopping but a home filled with warmth, heritage, and unity through food. This month of AAPI celebration reminds us all of the power of community and the stories that wordlessly bind us through generations.
The heart of the campaign lies in its multi-generational storytelling approach, effectively showcasing real families and how their experiences with food have shaped their identity and sense of belonging. It's a narrative that hits home for many: 99 Ranch isn't just a grocery store; it is a cherished part of their upbringing, a place where memories were created and culinary traditions were passed down.
The campaign's launch coincides with the increasing recognition of AAPI contributions to American culture and heritage. Through platforms like Instagram, TikTok, and YouTube, 'Raised by 99 Ranch' rolls out engaging short videos that feel authentic and relatable. The first video features 99 Ranch Market's CEO, Alice Chen, whose father Roger Chen founded the company in 1984. Alice reflects on her family's legacy, bringing to light how integral 99 Ranch Market has been in shaping the experiences of countless shoppers.
99 Ranch Market has been a beloved presence for over four decades, evolving from a simple grocery store to an emblem of comfort and togetherness for families across generations. With 66 stores spanning 11 states, it continues to solidify its status as a foundational pillar for many families, including those who have watched their parents and grandparents shop in the same aisles.
The 'Raised by 99 Ranch' campaign delves into the emotional significance of these shared experiences. Viewers are invited to reminisce about finding familiar ingredients that remind them of home, navigating the ups and downs of recreating cherished dishes, and the excitement of generating new family traditions that honor the past.
Alice Chen articulated the vision behind the campaign and its ongoing commitment to connecting with the community, stating, "As we continue to grow, our focus remains on staying deeply connected to the communities we serve. 'Raised by 99 Ranch' reflects our role in honoring and advancing Asian American and Pacific Islander culture, bringing authentic flavors, traditions, and stories into everyday life while fostering meaningful connections across generations." This campaign provides an opportunity for people to contribute their own stories and memories, emphasizing a collective experience that resonates with many.
Founded by Roger Chen, an immigrant from Taiwan, Tawa Supermarket, Inc. is the parent company of 99 Ranch Market, playing a significant role in popularizing Asian cuisine across the U.S. The store has built a loyal customer base drawn from diverse backgrounds, which in turn fuels the ongoing dialogue and connection to culture that is pivotal to the brand's mission.
As the campaign unfolds, the essence of 99 Ranch Market shines bright, highlighting not just a place of shopping but a home filled with warmth, heritage, and unity through food. This month of AAPI celebration reminds us all of the power of community and the stories that wordlessly bind us through generations.
Topics Consumer Products & Retail）
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