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Stater Bros. Markets kicks off brand refresh

Multimedia campaign centers on fresh food bringing families together

Russell Redman

April 19, 2022

2 Min Read
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Stater Bros. said the rebrand campaign will be accompanied by in-store upgrades, an e-commerce offering and a test of a small-format store.Stater Bros. Markets

Stater Bros. Market has begun a brand relaunch focusing on personalized service and affordable fresh food and meals that unites families around the table.

The Southern California grocer said late yesterday that the brand refresh started earlier this month with the “Bring It Home” advertising campaign on billboards across the region, to be followed by online media and video spots plus new marketing programs. Also planned are changes to the in-store experience and company operations, the launch of an e-commerce solution and, later in April, a pilot of an improved fresh experience in a smaller-format store.

San Bernardino, Calif.-based Stater Bros., which operates over 170 supermarkets across Southern California, didn’t provide any details on the upcoming small-format store, in-store enhancements, operational changes and e-commerce offering.

“We must have a bigger calling for why we do what we do,” Dennis McIntyre, executive vice president of marketing and chief marketing officer at Stater Bros., said in a statement. “We are here to nurture our communities and teammates to make our communities better and to make them feel valued. Yes, we are here to sell groceries, but why we do what we do is more important to today’s consumers and our teammates than it has ever been.”

Related:Stater Bros. Markets celebrates 85 years in business

Stater Bros. noted that the rebrand is designed to tighten ties with the communities it serves by emphasizing fresh, healthy, specialty diet, ethnic and convenient meal solutions at attractive prices and with strong customer services. Encapsulating the updated brand mission is a new tagline: “Fresh. Affordable. Community First.”

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The 'Bring It Home' ad campaign centers on fresh, healthy, specialty diet, ethnic and convenient meal solutions.

The shopping experience also will be elevated through more personalized service and expanded product offerings, according to Stater Bros. To that end, a team of in-house culinary experts will focus on bringing new recipes and flavors to stores. And later this month, the grocer will begin testing updated store decor intended to create a warmer, more welcoming shopping environment, the company said.

“We are very fortunate to have a terrific history and culture and a great base to build from,” commented Stater Bros. CEO Pete Van Helden. “But we must evolve with our customers and teammates today. This isn’t just a launch; it’s a journey. And we have a great future ahead.”

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

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