Store Brands ≠ National Brands. Right?
Store brands are not only great for consumer budgets, they are among the most profitable items most grocery stores sell. But Pick’n Save, Cops and Rainbow Foods had never supported their Roundy’s Brand products and they were not only losing business to national brands, but to Target’s Archer Farms and Costco’s Kirkland Brands as well. Roundy’s CEO and Chairman made it his personal mission to improve their store brands. We began a repackaging and rebranding initiative to help Roundy’s directly compete with the best store brands and national brands too.
sales increase during campaign run
overall Y1 lift
We discovered that Chairman Bob himself was personally tasting, testing and approving each of their store brands before they could wear the new Roundy’s name. We asked, “what if Chairman Bob didn’t just endorse the Roundy’s brand, but embodied the obsessive quality standards that made their fresh foods, baked goods, and prepared items demonstrably better than the competition?” Over his objections, we recruited him for our advertising and changed the profit trajectory of the entire year.
Splashed across TV, digital, social, and OOH, Chairman Bob gave people a reason to trust Roundy’s store brand. Chairman Bob became a crowd favorite at store events and openings.Roundy’s brand sales grew 17% during the campaign’s run and saw a 10% lift for the entire year.
