The top 10 neighbors for Hy-Vee contain zero other grocery or superstore brands — the audience shape is defined almost entirely by athletes, convenience stores, and Midwestern regional identity, not by the grocery category Hy-Vee itself occupies.

The shape is broad: scores run from 0.96 down to 0.90 with no single dominant spike, and the neighbor set spans multiple subcategories. The strongest pull is Jordy Nelson at 0.96, an athlete — followed immediately by three convenience store brands: Casey's (0.94), Kwik Trip (0.93), and Kum & Go (0.93). Rounding out the top 10 are Midwest vs. Everybody (0.93, Humor Memes and Satire), Culver's Restaurants (0.92, Food), the Kansas City Royals (0.92, Sports Teams), Scooter's Coffee and Yogurt (0.91, Coffee and Tea), and two more athletes: Clay Matthews III (0.91) and Aaron Rodgers (0.90). Tallying the top 10 by subcategory: Athletes (3), Convenience (3), Humor Memes and Satire (1), Food (1), Sports Teams (1), Coffee and Tea (1). Athletes and convenience stores together account for six of the ten closest neighbors, while no fellow Grocery and Superstore brand appears anywhere in the top 10.

The cross-kind character of this cluster — regional convenience brands, Midwestern sports figures, and Midwest-coded humor — points to an audience defined more by geographic and cultural identity than by the grocery shopping occasion itself.