Archive for Piggly Wiggly
Private Brand Top Ten for 2009
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2009 has come and gone and it was definitely an exciting year for Private Brands. I began this blog in late December of 2008 and it would be hard to imagine a better time to begin writing about Private Brands. Retailers have stepped up and invested in their brands and national manufacturers have responded in a myriad of intriguing ways.
I continue to be surprised by the overwhelming reception this blog has received from the entire Private Brand community. Everyone from retailers to branding agencies; from Private Brand brokers to investment analysts have subscribed and contributed both comments and compliments. So I find myself taking stock of the year’s posts and creating lists it is a common tactic for traditional media they love to present the prior year in a list and I find myself attracted to the idea. The following is a list of posts and topics that according to Google Analytics attracted the most readers.
- Great Value Relaunch – Walmart
Great Value was the subject of the year and more than just one post it is an entire series of more than a dozen posts detailing the radical redesign and the strategic shift that it signaled. The footnote to this is the apparent demise of the Sam’s Choice brand. 
Up & Up Launch – Target
Target made news just after Walmart when it made what was arguably the most significant strategic shift in Private Brand eliminating the iconic Bullseye brand and replacing it with Up & Up.- Target: Restyles Redecorates and Reorganizes
The Room Essentials redesign and relaunch is the unheralded piece of Target’s Private brand strategy, combined with the Up & Up launch it illustrated how a Private Brand portfolio strategy can create a group of brands that builds and reinforces the retailer brand. Essentially the redesign of Room Essentials and the launch of Up & Up allowed Target to use the Bullseye logo on the redesigned Target Home – creating a premium home decor brand that further validated their “Expect More, Pay Less” tagline. - Piggly Wiggly Redesign
This article features the redesign of the Piggly Wiggly house brand. Through the lens of a store walk/shop. Shopping for supplies during a summer vacation my family and I visited a Piggly Wiggly just outside of Charleston, SC. Piggly Wiggly loved the post and has a link to it on the front page of their website. -
Olivia and Sarah pose with Mr Pig
Chief Private Brand Officer, Great Idea or Anomaly?
This features the appointment of the first ever (to my knowledge) Chief Private Brand Officer, Timothy Adams, at Macy’s - The Green Idea Supermarket – PLMA
The PLMA’s 2009 Private Label Trade Show included the Idea Supermarket and this article featured a look at green trends in Private Brand. - Private Brand: Trading Down or Shopping Smarter?
After this guest post Alex Miller, the president of Daymon Worldwide drew a record number of comments on both this blog and numerous LinkedIn groups. - Clover Valley Tastes Better With Great Design – Dollar General.
Dollar General has been a surprising star of this blog; posts on Clover Valley consistently draw a large and interactive readership. The redesign featured in this post is particularly impressive for the dollar channel. - Private Brand: Our Time is NOW!
This post features a urgent and inspiring presentation given at the FMI Private Brands Summit by Andres Siefkin, vice president of marketing and consumer insights at private brand broker Daymon Worldwide. - Private Brand under Sheetz
After a trip to Pennysylvania this post on a store walk of the convenience retail icon Sheetz has consistently drawn readership.
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Piggly Wiggly Launches New Website.
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Yesterday I learned that one of my posts and a picture of my daughters was being featured on the front page of the newly redesigned Piggly Wiggly website. The site features the updated Mr Pig and a ne look which is consistent with the redesigned Private Brand packaging.
For those of you unfamiliar with Piggly Wiggly here is a blurb from the new website:
Today there are more than 600 Piggly Wiggly stores serving communities in 17 states. All Piggly Wiggly stores are independently owned and operated, and are located primarily throughout the Southeast and as far north as Wisconsin.
Piggly Wiggly, LLC’s corporate headquarters are in Keene, N.H. It issues Piggly Wiggly franchises to qualified independent grocery retailers. The company also provides the retailers with services such as support, marketing programs and a line of promotional items.
Piggly Wiggly, LLC is an affiliate of C&S Wholesale Grocers, Inc., ranked as the 12th largest privately held company in the nation by Forbes magazine in 2008. For more than 90 years, C&S has provided first-class warehousing and distribution services to its customers. From more than 50 warehouse facilities throughout the United States, C&S serves some of the largest supermarket chains in the nation. Their corporate offices are located in Keene, N.H.
If you enjoyed this post, get FREE updates when you subscribe to Myprivatebrand’s Blog by Email.Experience the PIG!
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Olivia and Sarah pose with Mr Pig
As part of our yearly vacation ritual the family and I headed to the beach on Saturday, (July 4th) for a week of sand, sun and fresh seafood. This year we headed to Folly Beach, a small town, beach that sits about ten miles south of Charleston, South Carolina. We are renting a beach house that overlooks the Folly River; it sits approximately three blocks from the beach. The first day, my wife and I packed the two girls into the car and headed for the closest grocery store. A Piggly Wiggly just across the bridge on James Island.
This is a nice store ideally situated to take advantage of the seasonal tourist traffic. It is always exciting to go grocery shopping with my two girls, Olivia (4) and Sarah (3); like their dad, they love grocery stores. Many retailers talk about in store experience but this Piggly Wiggly really delivered. Almost as soon as we entered, the Piggly Wiggly mascot came out to visit shoppers, and my girls loved Mr. Pig. Mr Pig then shopped the entire store with us, giving my girls a cookie from the bakery, and entertaining them as we shopped. We are three days into our beach vacation and Mr Pig has been the highlight of the trip. My girls are now Piggly Wiggly shoppers for life.
My girls laugh at me as I wander around the store, because I often stop to take pictures of Private Brands and today was no different and on this trip I asked Mr Pig to pose with a box of Piggly Wiggly brand cereal. In general the PigglyWiggly Private Brands seem to be in a state of transition, with a number of package designs old and new through out the store. I particularly like what appeared to be a newer version with the iconic pig brought to the forefront and a black bar along the top of a white field.
Overall a great store experience and a promising Private Brand experience.
Stick with the Pig
Posted by: | CommentsOn our way to Edisto Beach, just south of Charleston, SC and we stopped at the Piggly Wiggly. I have always loved the pig logo and generally think they should use it more.
Their strategy appears to be two tiered with the banner brand competing at the National Brand Equivalent level and PriceWise occupying the value tier. In addition to those they appear to be in filling with miscellaneous Topco brands.
I have always loved the Piggly Wiggly mark and it is everywhere in the store, unfortunately the design of the Private Brand product is inconsistent. They have a significant opportunity to redesign and build a consistent brand that takes advantage of the retro cool of the Pig.
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