Admittedly, there’s not much to smile about in grocery retail today. Energy and fuel costs are squeezing bottom lines; food and ingredient prices are soaring; and a worldwide credit crunch is disturbing business in nearly every pocket of retail. And to make matters worse, the word “recession” constantly is being thrown around, causing consumers to bristle and cling tightly to their wallets for fear of the unknown.

With this doom and gloom mentality hovering over the retail industry, I was intrigued when reading an article about a light-hearted ad campaign launched last month by Bloom, the upscale division of Salisbury, N.C.-based Food Lion, a division of Delhaize Group, Brussels.

According to the article, posted on mediapost.com, the retailer is lightening the mood in grocery retail by showing customers its quirky sense of humor. In TV ads, for example, stoic Bloom shoppers confess vague misdoings to the store’s associates, only to receive bright and cheerful product recommendations as a reply.

“What happened in Vegas didn’t stay in Vegas,” says one ho-hum, middle-aged woman. The store associate’s reply? “Well, Bloom sells only Angus beef at non-Angus prices.”

Also clever about this campaign is that the recommended products include a number of private label items.

In addition, according to mediapost.com, Bloom associates are encouraged to spread the fun by way of quirky stickers, which can be posted anywhere in the store, even on customers. One sticker reads: “Make mischief. Or, if you’re a man, make misterchief.” Another: “Live in the now. No wait, now. Okay, now.”

These zany tactics are all part of the store’s continuing campaign to remind customers to shop happy. Displayed prominently on Bloom’s Web site is a tab titled “Aisles of Happy,” where visitors can click and see all the ways that the store makes shopping more enjoyable. The tone is light-hearted, yet informative — as a consumer, what more can you ask for?

Consumers have a lot on their minds, and spending money wisely at the grocery or drugstore can be a daunting task, especially while on a limited budged. Therefore, I suggest taking a “Bloom approach” to appealing to customers. Lighten the mood. Make them laugh a little. And use your private label program as the centerpiece when creating a “fun” place to shop.

As the saying goes, “laughter is the best medicine.” And in my opinion, today’s market needs a bit of that medicine.

Sell happy, everyone!