Weekly Flyers Feature Private Brand

In this economy Private Brands seem to be all over the news as great options for stretching you budget or as great ways to splurge at a value. I noticed several retailers increasing Private Brand presence in their weekly flyers. These print vehicles are typically bastions of national brand and are often heavily subsidies by national brands so it is interesting to see these retailers give significant ad space to their own brands.
First is CVS with a two page spread and a buy one get the second half off promotion, this is page two and three of their flyer so it is prime real estate.

Second, is Weis Markets, if you are unfamiliar with Weis Markets they are a regional grocer based in Sunbury, PA. The 155 stores flying the Weis, Mr. Z’s, or Weis/King’s banners are located in 5 states – PA, MD, NJ, NY and WV. This is two-thirds of a standard size page featuring the Big Top brand.

Last is my former employer, Food Lion with half of a standard size page featuring their Private Brands: Food Lion Brand, Home 360 and Butcher’s Brand Beef. Look closely and you can see their redesign in progress, several of these items are still in the old packaging. Anything with the yellow Food Lion ribbon on the top is an old design.

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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.