In 2006, Hy-Vee engaged Grey Dog Media to create a branded magazine that would serve as both a lifestyle resource and a marketing tool, integrating editorial content with product promotions to reflect Hy-Vee’s mission of helping customers live easier, healthier, and happier lives. The publication needed to inform and inspire while also supporting sales and brand loyalty in a highly competitive retail environment.

Grey Dog Media developed, launched, and published Hy-Vee Seasons, a bi-monthly/monthly, custom magazine designed to connect with customers through seasonal recipes, home and family tips, and trend-forward features, all strategically aligned with Hy-Vee’s offerings. We created the magazine’s distinctive style and brand guidelines to ensure visual consistency and long-term brand equity. To support growth, Grey Dog also established a dedicated ad sales department, transforming the publication into a revenue-generating platform.

Over 18 years, Hy-Vee Seasons underwent multiple redesigns to stay relevant with shifting consumer preferences and business strategies. The publication ultimately transitioned into a fully digital experience, offering interactive, mobile-friendly content that supports Hy-Vee’s omnichannel strategy. In addition, Hy-Vee Seasons became a rich archive of evergreen content, including thousands of original recipes and features. These assets now serve as a foundation for Hy-Vee’s robust website and ongoing content marketing efforts.