Sprouts turns Apple TV cameo into e-commerce campaign

""Most of the time, we're not really all that integral to the story," Gmelich told Modern Retail. "And so, it's not worth the time and energy to go ahead and close the store.""

""We don't think of ourselves as a normal grocery store, and we like the idea of partnering with projects that are inspiring and interesting, and are noteworthy within the world," Gmelich said. "That was part of what enabled me to push for this and say, 'This just felt like the right place for Sprouts to be,' knowing that we see ourselves differently.""

Vince Gilligan requested a Sprouts location in Albuquerque for the Apple TV show Pluribus. Sprouts typically declines filming requests because stores are rarely integral and closing a location is costly. Sprouts agreed because the store was integral to the plot and the main character is portrayed as a frequent Sprouts shopper. The store closed for about two days for the shoot and Sprouts had no creative control over its appearance. The scene appears in episode three, showing an initially empty store filled by an army of people. Sprouts followed the cameo with a marketing push on its e-commerce channels and framed the partnership as aligned with its brand identity.

Read at Modern Retail