Oakland, CA-based media agency H/L has been awarded media planning and buying duties for supermarket chain Grocery Outlet Inc., following a competitive pitch.  

The company spent $43 million on marketing and advertising last year according to its 2024 annual report. Media expenditures were not broken out.   

Grocery Outlet is headquartered in Emeryville, CA. It has over 500 independently operated stores across the U.S., and its 2024 annual revenue (net sales) was $4.37 billion. 

H/L is tasked with helping to drive awareness, store visits and sales.  

Layla Kasha, CMO at Grocery Outlet, said, “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.” 

The H/L client roster also includes NorCal Toyota and multiple McDonald’s Co-Ops, along with grocery firms BevMo, Raley’s, and Wild Oats. 

In addition to its Oakland headquarters, H/L has offices in Atlanta, Miami, Phoenix, and St. Louis.