MEMPHIS, Tenn. -- Piggly Wiggly here is accommodating its Spanish-speaking clientele with a newsletter called El Cerdito, or The Little Pig.
El Cerdito, which is written completely in Spanish, is the brainchild of Elea Carey, a former area resident who felt that such a circular would enable Spanish-speaking customers to identify with the community better. Carey approached Piggly Wiggly about the concept, and the retailer decided to implement it.
"The idea for the newsletter seemed to make sense for Piggly Wiggly. They have a lot of stores spread throughout Memphis, and Piggly Wiggly seems to be very committed to the community, particularly the minority population," said Carey.
El Cerdito is a glossy, four-page publication. Distributed quarterly by Sewell-Allen here, it features stories about the history of Memphis, local attractions and upcoming community events and programs. One page is dedicated to recipes and product offers. The activities for children include crossword puzzles.
"We know that a large and growing part of our customer base is made up of people whose first language is Spanish. Many of them are new to our city and may be somewhat isolated from the general community because of the language barrier. This newsletter helps them learn more about Memphis in a way that's comfortable and familiar to them," said Rick James, president of Sewell-Allen.
Since its debut early this year, El Cerdito has expanded its circulation to 14,000. The in-store publication can be found in 21 of the 30 Piggly Wiggly's Customer Service centers throughout the area.
In addition to El Cerdito, Piggly Wiggly also publishes an advertising circular designed primarily for the African-American community. The "Just for You" mailer is distributed to over 140,000 African-American families living in the Memphis area.