Pride and Promise

I'll admit to a flush of pride at seeing Nature's Promise prominently displayed in nearly every aisle. Catchword developed the name for Ahold's private label line of natural and organic products.


Nature's Promise on shelf

Because most of our team is based in California, we don’t often get to see the products we name for East Coast retailers when we shop. So while at a Martin’s supermarket in Virginia yesterday, I’ll admit to a flush of pride at seeing Nature’s Promise prominently displayed in nearly every aisle.

Catchword developed the name for Ahold (parent company of Martin’s, Giant, Stop & Shop, Food Lion, and others) for its private label line of more than 800 natural and organic products ranging from produce to peanut butter to paper towels.

Nature's Promise Product FamilyRolled out more than 15 years ago, the line is stronger than ever, particularly as more and more shoppers think about what’s really in the grocery, health and beauty, and household items in their carts. In 2016, the company introduced its “Free From” sublabel for products that aren’t organic but are free from artificial ingredients and harsh chemicals. Earlier this year, the company added a line especially for children: Nature’s Promise Kids.

Like most of you, I do my best to make healthful choices for my family—and I do love seeing Catchword names in print—so I expect I’ll be back at Martin’s soon. The pasta looks promising…




"We couldn't be more delighted and proud to see these names recognized by such an esteemed international competition," said Catchword principal Mark Skoultchi.
“We're thrilled that MUSE has again called out our brand naming work for creative excellence,” said Catchword principal Maria Cypher. “We couldn't be prouder of these three new product names, which have already gained great recognition in their industries.”
We worked closely with the client team to articulate the brand’s fundamental benefits: greater customer control over their finances and facilitating the freedom of car ownership.