Stick with the Pig

On our way to Edisto Beach, just south of Charleston, SC and we stopped at the Piggly Wiggly. I have always loved the pig logo and generally think they should use it more.

Their strategy appears to be two tiered with the banner brand competing at the National Brand Equivalent level and PriceWise occupying the value tier. In addition to those they appear to be in filling with miscellaneous Topco brands.

I have always loved the Piggly Wiggly mark and it is everywhere in the store, unfortunately the design of the Private Brand product is inconsistent. They have a significant opportunity to redesign and build a consistent brand that takes advantage of the retro cool of the Pig.



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.