Regional grocery chain Piggly Wiggly is proclaiming itself “Local Since Forever” in its first new brand campaign in six years.
The Charleston, S.C.-based chain is using a two-minute spot to kick off the new positioning, spokesperson Christopher Ibsen tells Marketing Daily. It plays off the area’s special beauty, as well as the chain’s 65-year history of local ownership. “It taps into this deep sense of pride and commitment to what we’re trying to accomplish,” he says. “Besides plenty of imagery of the Carolinas and coastal Georgia, there are familiar images of our stores, and the commitment to local communities, whether that’s sponsoring church picnics, Little League games or parade floats.”
The two-minute spot break will break on all four local network stations, leading into the NCAA’s Final Four Men’s Basketball Championships on April 2, and will continue to run for several weeks, before switching to shorter versions of the ad. “There will be no escaping it,” he says. And the new theme will also appear in radio ads, billboards, newspaper circulars, store signage and collateral, social media spaces — and later this year, on the company’s new Web site.
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