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Here’s a great little marketing story…

The Maryville Daily Forum in Missouri reports that the Hy-Vee there has started a free walking club that encourages shoppers to get together for long walks that can contribute to a greater feeling of health.

The club is the brainchild of store dietitian Deanna Bottorff, who will be leading the walks … and using the concept to spread the word that Hy-Vee is able to take an active role in helping people live a healthier lifestyle.

KC's View:
Smart idea. Not complicated, but smart…and the kind of thing that potentially can move the needle on consumer behavior.