A&P Wins Private Brand Promotion of 2011

The most recent edition of Supermarket News’ “Store Brands 2012 State of the Industry Report” named the Private Brand promotion created for the 2011 Woodson & James by Heil Brice Marketing Communications for client A&P one of the Top Ten Store Brand Promotions of the year.

The Woodson & James Private Brand was born out of a top-to-bottom analysis and revisioning of A&P’s steak program. Led by Vice President of Meat Harry Giglio, the new offering included 100% USDA choice Angus Beef, supplied by farmers who maintain high standards of quality and sustainability. Woodson & James became a complete departmental re-invention. The effort included departmental and case signing, uniforms for meat department team members and educational materials that describe the products.

In terms of outreach, Woodson & James television commercials launched touting the line as the best tasting steaks in the northeast. A dedicated website was launched, www.woodsonandjames.com , as well as a social outreach on Facebook, digital banners, e-blasts and a series of rich media videos featuring Tom Alvarez, an A&P meat manager. Tom’s explanation of the line, along with his cooking tips were combined with coupon offers to drive trial of the new line. Overall, 10,000 visits to the site and more than 14 million ad impressions were generated.

Hal Brice, Co-CEO of HEILBrice, said, “We’re extremely excited to have this effort recognized in such a highly competitive market where brand differentiation is tough to come by. Clearly, families today are in search of quality meal solutions, and A&P is at the forefront of providing real solutions to make their lives a little easier. Woodson & James is a very exclusive, high-quality product that deserved a completely integrated activation strategy.”

A&P spokesperson Marcy Conner told Supermarket News, “The goal was to showcase the brand as well as Tom Alvarez’s knowledge of the product.” In one YouTube video, Alvarez described the premium beef as “steakhouse quality at supermarket prices.”

View the original article published in the Supermarket News.

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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.