Supervalu, Mommy Bloggers & Essential Everyday

Social media and the mommy blogger continue to evolve as a force to reckon with and retailers continue to engage influential bloggers and customers to generate awareness and create trial. Minnesota based Supervalu has engaged Jill Cataldo to promote the launch of its new Private Brand “Essential Everday” on her blog Jill is a Chicago based couponing expert and author of the nationally-syndicated newspaper column, “Super-Couponing Tips.” This is a great example of a way retailers can effectively promote their Private Brand in new and innovative ways.

Jewel-Osco’s Essential Everyday Giveaway – Win a Pasta Prize Pack!



You may have read in the news recently that changes are in store for Jewel-Osco‘s house brand of products. Beginning this summer, the former “Jewel” branded products will be replaced by “Essential Everyday,” the new store brand for all SuperValu-owned supermarkets.


It seems that a lot of our retailers are ramping up their house-branded offerings as of late, and what SuperValu is doing with Essential Everyday fits with that – creating a new store brand with packaging and quality rivaling that of national competitors.

To celebrate this launch, I’ve got an Essential Everyday Pasta Prize Pack to give away! One lucky reader will win a 16-ounce box of Essential Everyday pasta and a 24-ounce jar of Essential Everyday pasta sauce!

Want to win? To enter, simply post a comment (on her blog) under this article! This Essential Everyday Pasta Prize Pack giveaway begins today, June 26, 2011, and runs for one week. The contest will end on July 2nd at 11:59pm, and on July 3rd, one winner will be chosen via a random number generator!

My thoughts on Essential Everyday:

With the rollout of Essential Everyday coming soon, SuperValu sent some samples over to try out — boxed pasta noodles and pasta sauce. As a coupon shopper who’s tried nearly every brand of boxed pasta at one point or another, I don’t notice too many differences between one brand to the next… the Essential Everyday pasta cooked up and tasted fine to us. I was pleased that the Essential Everyday pasta sauce tasted comparable to several national brands, like a Prego or Ragu, and had a pretty simple ingredients list (the basics you’d expect: tomatoes, onions, sugar, salt, garlic) with no artificial colors or flavors. The pasta sauce did not contain high-fructose corn syrup either if you’re avoiding that in your diet. Both the pasta and pasta sauce’s packaging offers a 100% satisfaction guarantee. I’m curious to see where these products will be priced once they hit store shelves.

Legal: This giveaway is sponsored by SuperValu and Responding to this post with a comment qualifies readers to enter. Duplicate posts do not increase chances of winning. The contest began at midnight on June 26, 2011 and will end at 11:59pm on July 2, 2011. One winner will be chosen via random-number generator on July 3, 2011 and announced the same day. Winner will receive ONE Essential Everyday Pasta Prize Pack consisting of one box of Essential Everyday dry pasta and one jar of Essential Everyday pasta sauce (the varieties of pasta and sauce that the winner will receive have been selected by SuperValu.) Products and program information were provided by SuperValu. I have received a box of Essential Everyday pasta and a jar of Essential Everyday pasta sauce from SuperValu. Winner will be contacted via the Private Messaging feature of and via email. If a winner does not reply to the message within three (3) days, that winner will forfeit the prize and a new winner will be chosen. Fulfillment of prizes to winner will be handled by Good luck to everyone!

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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.