WILLINGBORO, N.J. -- A group of independents in the Philadelphia area has branded its produce and meat programs as a way to play off their collective strength in fresh foods.
About 100 Thriftway and Shop n Bag independents are now calling their produce departments "Owner's Pride" and their meat departments "Owner's Select." The program came about when the independents joined together in an ad group, said Karl Eichkhoff, president of a three-unit Shop n Bag based here, and one of the retail owners who worked to develop the plan.
"In developing our marketing plan, we decided to put the emphasis on areas where we're strong, and that's produce and meat," said Eichkhoff.
He said that "we've branded the departments" with a new program intended to send consumers a clear sign of quality, variety and cleanliness. The program has been well-received since it was introduced last month, according to Eichkhoff. "Response has been very positive." The Owner's Pride and Owner's Select departments are being promoted in-store and in circulars, he said. Each department has a graphic, and that graphic is repeated throughout in the signs. In addition, the branding strategy is showing up in the ad group's advertisements. One Thriftway/Shop n Bag circular discussed the new names and a renewed emphasis on the quality offerings of both departments.
