It’s not uncommon to think of grocery shopping as just another necessary activity to add to your already long to-do list, but for me it’s the complete opposite. And this excitement for the weekly excursion is for one reason: Trader Joe’s. The chain holds all privately labeled items that you can’t find elsewhere and is always on top of the game when it comes to newest food trends and seasonal favorites. You get all the perks of a specialty food store but don’t have to compromise on price because Trader Joe’s always keeps it extremely affordable.
One platform where Trader Joe’s is largely successful is on Instagram, with their page accumulating over 800,000 followers and staying active with posts almost daily spotlighting their products. They feature items old and new to get users excited about what they have to offer. Every time I see their creatively shot and visually intriguing content, it makes me want to run to the store right away.
Alongside the official content on Instagram are a number of customer-run pages forming a community of Trader Joe’s lovers. The most popular being @traderjoeslist, who has an audience of nearly 600,000 people. The user keeps followers updated with what’s new in stores, gives honest reviews, and even shares recipes and tips all surrounding Trader Joe’s items.
There are many more pages out there dedicated to the grocery chain as well, some of which are even more specialized like @traderjoesglutenfree and @traderjoesvegan. All of these Instagram users are contributing to UGC for Trader Joe’s and building the hype around their products making it hard for the stores to keep them on the shelves, like the famous cauliflower gnocchi for example. Trader Joe’s is doing things right when it comes to connecting with their shoppers and now holds a loyal fan base who assists in broadening their influence further.