Smart & Final operates hundreds of stores across California, Arizona, and Nevada, yet has long faced a brand perception challenge. Many consumers weren’t quite sure what kind of store it was, mistaking it for a warehouse club, a party supply store, or something in between. In a crowded grocery landscape filled with polished brand voices and constant promotions, Smart & Final needed a clearer, more human presence on social.
The solution was simple but strategic: create a recognizable voice people could connect with. Enter Alex, Smart & Final’s “super associate” and social persona. Designed to humanize the brand and add personality to everyday content, Alex acts as a friendly guide explaining the store in an approachable, relatable way. Rather than speaking at consumers, Alex speaks with them: helpful, slightly quirky, and rooted in real shopping moments.
The goal was to build brand awareness through consistency and connection. By anchoring its social presence to a single, distinctive persona, Smart & Final clarified what it offers, improved memorability, and stood out in a category where character-driven voices are rare.
Alex was brought to life through a deliberate shift in Smart & Final’s social strategy, from brand-led messaging to people-led storytelling. Rather than relying on traditional promotional posts, social became a conversation anchored by a single, consistent voice audiences could recognize and trust: Alex.
Alex was intentionally introduced in 2024 through foundational brand storytelling to address Smart & Final’s biggest challenge: confusion around who we are and what we offer. He first appeared as the narrator of brand history content, explaining the company’s origins, founders, name, and how Smart & Final differs from both traditional grocers and warehouse clubs. Using Alex as the guide allowed us to educate without sounding corporate, turning potentially dry information into approachable, human stories.
In 2025, once that foundation was established, Alex evolved into a more utility-driven role. He began answering common customer questions, like whether a membership is required, what brands are carried, who the store is for, and how to get the most value in-store. This phase positioned Alex as a knowledgeable, reliable associate while continuing to reduce brand confusion through clarity and consistency.
From there, Alex expanded into relatable, seasonal content that met audiences in real life. He showed up in moments like holiday prep, game-day hosting, and back-to-school shopping, demonstrating Smart & Final’s relevance across every day and seasonal needs, all while maintaining a friendly, slightly quirky voice native to social.
Execution remained platform-first across TikTok and Instagram, with content tailored to each channel’s behaviors while preserving Alex’s core personality.
In a category where few grocery brands commit to a true persona, Alex became Smart & Final’s differentiator. Introduced through education, evolved through utility, and scaled through relatable moments, Alex helped humanize the brand, increase awareness, and build an emotional connection audiences could grow with over time.
Alex delivered measurable progress against Smart & Final’s objective of increasing brand awareness and brand clarity by changing how audiences engaged with the brand on social. After introducing a consistent social persona, content featuring Alex achieved a 3.7% engagement rate across Instagram and TikTok, well above typical benchmarks for grocery brands, signaling strong audience resonance and recognition.
Beyond overall performance, Alex fundamentally shifted the quality of engagement. Comments moved from passive reactions to active conversation, with audiences addressing Alex directly, asking questions, and responding as if he were a real associate. This behavioral change demonstrated that audiences weren’t just consuming content, they were forming familiarity with the voice behind it.
Alex also helped reduce confusion around what Smart & Final is and how it fits into everyday shopping. Educational and FAQ-driven content prompted comments that reflected increased understanding of the store’s offerings, while seasonal and relatable content drove repeat engagement.
Alex proved that a distinct, human voice can drive above-benchmark engagement, strengthen brand understanding, and build lasting recognition making the initiative a clear success.
