Guiding Stars is a science-backed nutrition guidance program used across Ahold Delhaize grocery brands, helping millions of shoppers identify healthier options. But even trusted guidance doesn’t automatically change habits. The real challenge wasn’t awareness or credibility—it was getting shoppers to do something different, without in-store media and without more budget.

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Rather than explain the system again, we elevated its role. RP3 reframed Guiding Stars from a shelf signal into an active partner in everyday life—pairing its scientific credibility with an emotionally motivating message and a disciplined media strategy designed to interrupt habits early. We launched More Good Stuff—a platform that connected small food choices to bigger life outcomes like energy, focus, and strength. Creative and media worked as one, shifting existing spend toward higher-impact channels and moments so the message showed up when shoppers were most open to change—not when decisions were already made.

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• Brand awareness increased by 6 points year over year, the first lift in years—with no increase in media spend
  
• Site traffic up 624% YoY
  
• On-site sessions increased 146% YoY
  
• Newsletter signups grew 30%
• 463,000 incremental store visits annually