H/L Wins Grocery Outlet National Account

Oct. 02, 2025

Independent ad agency H/L is excited to welcome another retail marketing client into its portfolio. Starting in Q4, H/L will officially take over all media planning and buying for Grocery Outlet Inc. and support its media efforts for the grand openings of seven of its stores in 2025.

As its name suggests, Grocery Outlet’s unique business model offers customers name-brand products at a deep discount through a “treasure hunt” shopping experience. The supermarket company is a value-driven grocery retailer with over 500 independently operated stores across the U.S. In their partnership with H/L, Grocery Outlet is investing in media to drive awareness, store visits, and sales. With strategic and efficient media buys, H/L will help Grocery Outlet prove performance through clear, credible attribution to in-person and online sales.

H/L brings deep expertise in retail marketing, with a proven track record across clients such as NorCal Toyota and multiple McDonald’s Co-Ops, along with grocery experience for BevMo, Raley’s, and Wild Oats. Following a competitive pitch process, Grocery Outlet selected H/L in large part for its Data & Innovation offering—an analytics capability that surfaces untapped potential and delivers critical insights. This offering, widely utilized by H/L’s client base, was cited as a key reason the agency emerged as the frontrunner.

Trey Curtola, H/L's CEO and Chairman, says of this client:

"Grocery Outlet is an important staple in any neighborhood. Everyone should be able to access quality groceries and brand-specific products at an affordable price. We align with their mission, we’re proud to work with them, and we’re excited to dig into every facet of their media planning as we close out 2025!"

 

Layla Kasha, Chief Marketing Officer at Grocery Outlet, added:

"What we love about H/L is their remarkable ability to reach niche audiences and efficiently target the right consumers. With Grocery Outlet opening new stores this year across America, we knew that having a strategic partner like H/L would amplify these efforts to a degree beyond our imagination."

 

Michael Ramirez, H/L's Senior Vice President and Media Director, said:

"With the power of ad tech and human insight, we help brands grow faster—through actionable measurement and in-house capabilities built to move at the speed of retail."