Not long ago I wrote a post on Spartan Stores, May 2011 commitment to support FMI/GMA’s “Facts Up Front” initiative. This follow up post comes as a result of a blog post on Daymon Design’s website. The Daymon Design team was responsible for integrating the “Facts Up Front” on Spartan’s Private brand packaging working towards a commitment to have all packaging updated by January 2013. Some of Spartan Stores new items were highlighted in a segment of Eight West, a local news show in Grand Rapids, MI.
2011 may well go down as the year that Private Brand marketing and promotions discovered innovation, social media and world records, the most recent example comes from Grand Rapid, Michigan based Spartan Stores who is hosting the “Piling on the Pasta” eating contest featuring Spartan Stores new Super Pasta and sauce.
Representatives from local media outlets and schools will participate. The top three finishers win the chance to donate $1,000, $500 and $250, respectively, to their favorite charity.
The pasta that hit shelves earlier this week retails for $2.49 per package and comes in spaghetti, thin spaghetti, penne, fusilli and elbow varieties.
“All varieties provide a serving of whole grain, and are an excellent source of calcium, vitamin D, fiber and protein — plus 260 mg ALA omega-3 per serving,” said Alan Hartline, executive vice president merchandising and marketing for Spartan Stores.
As a follow up to last weeks article on the PLBuyer Design Excellence Awards ceremony I am happy to feature the fourteen category winners that were presented by PLBuyer Publisher Brion Palmer at the awards ceremony last Monday evening in conjunction with the annual Private Label Manufacturers’ Association trade show. To see all of the nominees read this months issue of the magazine.
Private Brand development and design has certainly come a long way over the last few years and some of the designs in this competition are remarkable, however, I can\’t help but wonder if they would all fare well in a design competition that includes the national brands. To truly differentiate Private Brand executives must not only talk about differentiation but make the hard decisions that create differentiation. They must stop following and start leading, it is much easier and more comfortable to copy the national brand or the private label across the street. Great design is not only the responsibility of the agency or designer but the client…Private Brand Retailers – Be Brave! Be Daring! Be Different!
Category: On-Shelf Premium
The Fresh Market
TFM Chocolate Bars
Category: Beverages Premium
Category: Frozen Value
Category: Frozen NBE
Category: Refrigerated NBE
Category: Refrigerated Premium
Category: Health & Personal Care
Pharmaca Integrative Pharmacy
Product: Pharmaca Hand Soaps
Category: Pet Food/Care/Supplies
Product: Smart Eco Tissue (Facial)
Category: Household Goods
Category: Beauty & Cosmetics
Category: Baby Care
Best of Show:
Grand Rapids, Michigan based grocer Spartan Stores is taking local and American made to heart with its new Private Brand ice cream. This is all good news for Michiganders. Grand Rapids-based Spartan Stores announced today the introduction of its new Michigan-made Indulgent Creations premium ice cream. Four Indulgent Creations will be available year round through Spartan Stores D&W Fresh Market, Family Fare, Felpausch, Glen\’s Market, and VG\’s Stores, as well as through nearly 400 independent stores in Michigan and Northern Indiana selling Spartan Stores brand products. The four core flavors include: Double Vanilla, Toasted Butter Pecan, Mint Chip, and Double Dark Chocolate.
8 Seasonal Flavors
Eight additional seasonal flavors will be carried for a limited time only throughout the year, including \’Just in time for the Holidays\’ – White Christmas, a mint flavored ice cream made with candy holiday shapes (Stockings and Christmas trees.)
The seasonal flavors are planned to change with the seasons. For example, in the summer months you can look forward to Michigan Blueberry and Peaches & Cream flavors. In the fall, Honey & Caramel and Apple Pie will hit the freezers. Additional seasonal flavors include Brownies & Fudge and Cafe Mocha. Most seasonal flavors are scheduled to be available in stores for three months. However, White Christmas will only be available only through December.
According to Alan Hartline, Executive Vice President Merchandising and Marketing,
\”Spartan Indulgent Creations are made in Michigan and many of its finest flavorings and ingredients are sourced locally. Supporting Michigan companies and farmers is extremely important to Spartan Stores and we\’re very pleased that we have West Michigan connections for this premium line of ice cream. Great care and attention go into perfecting this luscious ice cream to get the thick and rich consistency. It is made with more butter fat and less air than regular ice cream, making it thick and rich.\”
Indulgent Creations will retail for $4.59 – coupons are available at www.turntospartan.com.
This article from Supermarket News takes a look at Private Brand Marketing with examples from Publix, Spartan Stores, Kroger and Fresh & Easy Neighborhood Markets.
How Store Brands Turn Feedback Into Marketing
Private label is red hot, but even more interesting than its market share is its marketing.
On the one hand, retailers are trumpeting their own-brand value messages, with some — notably Publix — even offering free store-brand-equivalent products to customers purchasing certain national-brand items. The point is to promote product trial.
Read the entire article. How Store Brands Turn Feedback Into Marketing