'Fresh Checked'

ELLIOT ZWIEBACH

JACKSONVILLE, Fla. — Winn-Dixie Stores here kicked off a new brand-positioning program last week at its stores in northern Florida and southern Georgia.

The program, called “Fresh Checked Every Day,” will be launched in other Winn-Dixie markets as the chain pursues its market-by-market remodeling program. The company incorporated the slogan as part of the chain's logo, tying into the red checkmark icon that appears between the words “Winn” and “Dixie.”

“When we did research years ago, we found customers identified with the check — that it had brand equity,” said Dan Portnoy, chief merchandising and marketing officer, told SN. “So we're using that in our new marketing campaign, with commercials that include references to ‘double-checking’ and ‘triple-checking’ to make sure various aspects of the store are top-notch. And the reference to ‘fresh’ refers to the fresh attitude of our associates and the fresh thinking by the company.”

Winn-Dixie's home market here, encompassing 51 stores, is the first region in which all stores have been upgraded. Chain officials declined to disclose the next market area in which all stores will be remodeled.

Peter Lynch, chairman and chief executive officer, said “Fresh Checked Every Day” refers to the fresh, local shopping experience and enhanced service customers will find on each store visit.

The new brand program is backed by a multimedia campaign that incorporates television, radio, outdoor advertising and a specially created micro-website — www.freshcheckedeveryday.com — that will enable visitors to take a virtual store tour with updates on special store events.

Although redesign elements vary based on the needs of each store, the company said all 51 stores in the Jacksonville division feature a new color palette and signage.

Winn-Dixie also said it is offering customers who submit their names a chance to win $100,000 in a prize drawing.