Alec Baldwin’s Mom Loves Wegmans Private Brand

Check out this innovative way to use the web to both engage customers and build Private Brand. Legendary grocer Wegmans is featuring $6 chef created “prepared foods” meals with one entrée and two sides. Customers can go to the Wegmans website and build the meals, complete with calorie count and vegetable serving size.

The meals are featured in a series of TV commercials starring Alec Baldwin and his mother Carol. The commercials came as a result of an appearance by the “30 Rock” star made on “The Late Show with David Letterman.” He mentioned that he and his brother had suggested to his mother, who lives in Camillus, that she relocate to California. Her response: “And leave Wegmans?”

In one commercial promoting Wegmans $6 meals, Alec Baldwin says, “I can’t get a cup of coffee in New York for six dollars.” In the commercial hawking cakes and pies, Alec Baldwin quickly snaps up a finger full of frosting from the side of a cake as two employees look on. “Well I don’t want to bother my mother with choosing, so let’s just have one of each,” he tells the employees.



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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.