Experience the PIG!


Olivia and Sarah pose with Mr Pig
Olivia and Sarah pose with Mr Pig

As part of our yearly vacation ritual the family and I headed to the beach on Saturday, (July 4th) for a week of sand, sun and fresh seafood. This year we headed to Folly Beach, a small town, beach that sits about ten miles south of Charleston, South Carolina. We are renting a beach house that overlooks the Folly River; it sits approximately three blocks from the beach. The first day, my wife and I packed the two girls into the car and headed for the closest grocery store. A Piggly Wiggly just across the bridge on James Island.

This is a nice store ideally situated to take advantage of the seasonal tourist traffic. It is always exciting to go grocery shopping with my two girls, Olivia (4) and Sarah (3); like their dad, they love grocery stores. Many retailers talk about in store experience but this Piggly Wiggly really delivered. Almost as soon as we entered, the Piggly Wiggly mascot came out to visit shoppers, and my girls loved Mr. Pig. Mr Pig then shopped the entire store with us, giving my girls a cookie from the bakery, and entertaining them as we shopped. We are three days into our beach vacation and Mr Pig has been the highlight of the trip. My girls are now Piggly Wiggly shoppers for life.

My girls laugh at me as I wander around the store, because I often stop to take pictures of Private Brands and today was no different and on this trip I asked Mr Pig to pose with a box of Piggly Wiggly brand cereal. In general the PigglyWiggly Private Brands seem to be in a state of transition, with a number of package designs old and new through out the store. I particularly like what appeared to be a newer version with the iconic pig brought to the forefront and a black bar along the top of a white field.

Overall a great store experience and a promising Private Brand experience.


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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.