Sweetbay Promotes My Essentials with the Price Check Challenge

Delhaize’s Florida based banner Sweetbay Supermarket is celebrating the launch of the new Delhaize uber Private Brand “My Essentials” with a online promotion, “We’d like you to switch, but… how much do you really save?” The promotion invites customers to take a “Price Check Challenge” and earn a $2 off coupon for My Essentials products. The challenge includes three questions that ask customers to pick the price savings percentage on My Essentials products versus the national brand. This promotion is virtually identical to one run this past years by one of Sweetbays Delhaize bannermates Food Lion.



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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.