Innovative Private Brand Promotions Impact Growth

Innovative Private Brand promotions seem to have become a rather regular occurrence in the local and national news as well as numerous trade magazines. This past week Advertising Age featured one such article on a promotion by Save-a Lot. This is a great promotion that samples Private brand, builds loyalty and challenges the status quo of old school media. Nice Work

Save-a-Lot Stretches Media Budget by Delivering Free Groceries

Test Run in Louisiana Town Likely First of Many

Damn the newspaper ads and the circulars. The Save-a-Lot supermarket is engendering some good will and great buzz with a simple, but effective, promotional campaign to announce its presence in one community in the South — free groceries delivered to your home.

In a test-run case in Opelousas, La., a small town an hour west of Baton Rouge, the chain supermarket today delivered a bag of free food and other staples, unannounced, to about 1,000 homes within a one to one-and-a-half mile area surrounding the store.

Recipients have taken to social media to trumpet the news. One man wrote on Facebook: “Dearest neighbors … come home for lunch! It seems there are free groceries being delivered by Save-a-Lot to your door steps.”

Mark Kotcher, director of brand marketing and design for Save-a-Lot, a St. Louis-based subsidiary of Supervalu, said the company wanted to do something different to reach out to the community.

“We’re always looking for new ways to break through,” Mr. Kotcher said. “A lot of grocery advertising today is people saying ‘Our prices are the lowest, our prices are the lowest.’ Well, we believe in proof points and what better way than to take it right to [the customer’s] front door?”

The bags are filled with about $10 to $20 worth of groceries. Mr. Kotcher said the items are mostly household staples that resonate with buyers, such as three-for-a-dollar macaroni and cheese. All of the items are also strictly Save-a-Lot’s own brands, which he said are typically 30% to 40% lower than name brands.

Read the entire story.

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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.