TRADER JOE’S
‘Here a Lot’ Regular Program
Individual Project for fun.
The Brief
Trader Joe’s has one of the strongest shopper communities in the country, even without points, apps, or digital rewards. Regulars already exist. They come weekly, bring totes, chat with crew members, and move through the aisles by instinct. The challenge is to reward them without adding tech or anything that feels off brand. The solution should feel human, simple, and rooted in the store’s familiar charm.
The Insight
People do not want another loyalty system. They want to feel known. Trader Joe’s shoppers already bond over habits and favorite products, creating a natural sense of community. The loyalty is there. It just is not visible.
The Idea
A simple analog program that rewards consistency with recognition. Ten punches for ten $30 plus purchases in two months earn you the Regulars Tote, which becomes your lifetime membership. Bring it in store for small perks, and carry it outside as a quiet badge of belonging. No accounts. No tracking. Just a relationship between grocery store and customer.
Regulars Punchcard
Earn one punch every time you spend thirty dollars or more.
Complete all ten punches within two months.
On your final punch, you earn your Trader Joe’s Regulars Tote.
No account.
No app.
No barcode.
Just a card, a stamp, and a relationship.
Regulars Tote
The tote is the membership. It is the symbol that you are a Trader Joe’s Regular. If you bring the tote when you shop, Trader Joe’s quietly applies a Regulars discount on select popular items.
Designed to mirror the shirts of TJ workers, bright red, natural white accents, and the iconic TJ’s typeface.
Why it Makes Sense
Built on Existing Behavior
This program fits how people already shop. Regulars visit weekly, bring their totes, and shop with intention. The punch card follows that rhythm, encourages it, and rewards it. Nothing new to learn. Nothing extra to do.
Relationship Based
Trader Joe’s thrives on familiarity and human connection. Crew members already recognize regulars. This activation formalizes that recognition in a way that feels warm and human.
Simplicity
Trader Joe’s avoids complex loyalty programs. A punchcard keeps everything analog, approachable, and low pressure.
Community First
Trader Joe’s shoppers already feel like part of a club. This activation strengthens that existing community by giving it a visible symbol. The tote allows regulars to recognize each other beyond the store, reinforcing a shared identity that already exists.
Brand Behavior
Trader Joe’s already sells iconic totes, relies on bells for communication, and uses hand drawn illustrations throughout its stores. This program fits naturally into the brand world without adding new systems or technology.
Trust Over Tracking
There is no data collection, no monitoring, and no behavioral scoring. The tote itself acts as the membership. If you bring it, Trader Joe’s recognizes you. This reinforces trust and aligns with the brand’s anti corporate positioning.
Reflection
This was an individual project, and I was solely responsible for every aspect, from research and strategy to creating the design and creative. I concepted the campaign, created all visual assets and mockups, and developed the label system art-directed the AI generation process. I also built and refined the custom AI agent that powered the generator, ensuring consistent outputs and integrating them into polished, brand-aligned visuals. While entirely speculative, I treated the project as a full case study, going beyond the assignment requirements to demonstrate how AI can be intentionally directed to serve both creative and strategic goals to achieve personalization.
For Poppi, innovation is not only about what is inside the can but also about how the brand shows up in culture. This campaign takes that spirit and channels it into a personalized experience that celebrates relationships while generating organic, community-driven buzz. In doing so, MomPop proves that AI in advertising can be more than a novelty. When guided with intention, it becomes a way to bring people together and make a brand feel even more a part of their lives.
March 2025