Geissler's Supermarket: New Tagline
What does it take to modernize a 102-year-old brand without losing its roots? See how we helped Geissler’s go from local staple to cultural standout, with a campaign (and a tagline) that did more than just get people talking.
Background
Geissler’s Supermarket is a 102-year-old, family-owned grocery chain serving communities across Connecticut and Western Massachusetts. Despite its legacy, Geissler’s had never produced a fully developed video campaign-no commercial shoot, no multi-spot concept, no digital-first creative.
As regional competition intensified from national chains, delivery services, and big-box retailers, Geissler’s needed to reintroduce itself to modern audiences while staying true to the community roots that define it.
Our Role
We partnered with Geissler’s to rethink how a century-old brand should show up in a modern world.
Our work included:
A refreshed brand voice grounded in local pride and cultural confidence
A visual and tonal identity that felt fresh, ownable, and unmistakably Geissler’s
A multi-spot, video-first campaign with episodic storytelling
A tagline and message architecture designed to spread organically through communities
At the heart of it all was a big unlock: the right line could do more than sell groceries, it could rally a community.
Insight
Geissler’s wasn’t just where people shopped. It was a place they talked about proudly, and often. For over a century, it had been a staple of local life. The kind of place where regulars knew the butcher by name, and neighbors compared notes on what was fresh that week.
That led us to a bigger truth:
When people discover something truly local and truly great, they don’t keep it to themselves. They tell people. Not just to share, but to show they’re in the know.
From that thinking came a line that didn’t just represent the brand, it invited people to repeat it.
"Tell 'Em You Got it at Geissler's"
It wasn’t designed as a slogan to be read. It was built to be said. To spark conversation, to trigger curiosity, and to embed the brand name in the community, again and again.
The line became the campaign’s creative foundation, but more importantly, it became a long-term brand platform with legs.
Strategically, it worked triple-duty:
Reinforced brand name at the end of every spot (boosting recall)
Built social currency for shoppers (you’re in the know if you know Geissler’s)
Created a shareable hook that turned local pride into cultural conversation
It became the sonic logo, the punchline, and the campaign’s emotional spine. More importantly, it laid the groundwork for a long-term brand platform with room to grow.
Strategy: Modernize the brand without losing its roots.
We created a campaign world that was playful, local, and unmistakably Geissler’s.
Key elements:
Character-driven storytelling: Episodic, funny spots rooted in local life, starring the owner, and faces that customers recognize.
Consistent brand anchor: Every spot built to the same payoff: “Tell ’Em You Got It at Geissler’s.”
Video-first rollout:
YouTube pre-roll
OTT/CTV for large-screen household reach
Meta Video for high-target engagement
Creative Execution
Spots ranged from a Little League team’s snack run to a surprise guest at a backyard BBQ. All tied together with bold visuals, punchy dialogue, and local authenticity.
Creative style included:
Fast-paced, rhythmic editing
Cinematic grocery visuals (yes, that’s a thing)
Familiar faces and settings that felt like “home”
Dialogue that built anticipation toward the final line
Each spot stood alone but together, they created a brand universe.
Results
The campaign exceeded every expectation, especially for the brand’s first-ever professional production.
YouTube + OTT/CTV
2.4M+ impressions
59–63% view-through rate (vs. 16% retail benchmark)
Top spot completion rates: 61–66%
1.1M+ CTV impressions on large screens, boosting recall
Meta Video
416,000+ impressions for Geissler’s in July alone
Highest engagement among women 35–65+
CTRs up to 2.18%
Total Campaign Impact
3.2M+ combined impressions across platforms
Tens of thousands of households reached across CT & MA
View rates 3–4x higher than national retail averages
Major uplift in brand recognition and digital traffic
Geissler’s became newly relevant to a younger demographic without losing its century-old authenticity
Conclusion
This wasn’t just a campaign. It was a brand awakening. “Tell ’Em You Got It at Geissler’s” helped a quiet, community-loved grocer find a bold, modern voice. It has helped it become the kind of brand people talk about, not just shop at.
What launched as a single tagline will become a long-term, memorable marketing campaign. It will be a symbol of what it means to shop fresh, shop proud, and shop local.
More stories are on the way. New episodes are set to roll out in 2026.
