Smart & Final Launches Campaign to Build First Street Brand

Commerce, California based, non-membership warehouse grocer Smart & Final is featuring its mid-tier Private Brand First Street in an extensive promotional campaign.  The elements include a starring role in the weekly flyer, in-store signage, “First Street Compare & Save” sweepstakes and a social media campaign.

The First Street Compare & Save sweepstakes offers consumers who buy any two First Street products a chance to win one of several prizes including:

  • (5) One-year supply of First Street Pasta (based on a family of four) plus a $500 SmartCash gift card
  • (10)  $100 SmartCash gift cards
  • (10) First Street bags full of groceries (value over $50) plus a $50 SmartCash gift card

Smart & Final is also running a social media campaign is support of the First Street brand that asks a group of mommy bloggers to compare a selection of our First Street products against the national brand counterpart.  Each is using unique ways to compare and review these products for their readers and individual blogs.

In addition to the consumer facing elements of the promotion Smart & Final is running a sales contest where the store manager that grows First Street sales the most within their district will win cash prizes.

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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.