Fairway launches 'Big' campaign

Fairway Market is going big.

A new ad campaign for the New York-based foodie-focused chain encourages shoppers to indulge themselves with unique store offerings like USDA Prime steaks, decadent desserts and handmade cheeses, while pushing strong values on everyday basics.

The “Eat Big, Live Large” program kicked off with a video showing a woman making a splash at a workplace lunch meeting by pulling a grilled steak and cheesecake from a brown bag, in contrast to the sad looking salads and cold-cut sandwiches of her co-workers.

The campaign includes a Facebook photo contest offering all shoppers who send a picture of how they “eat big” $10 off a minimum purchase of $110 at Fairway stores, with prizes for the most popular entries.

The campaign accompanies a message on prices delivered through a newly revamped Big Deal Basics program offering everyday low prices on a variety of staple items identified in stores with red and yellow signs, along with weekly “big deals” from the circular.

Speaking at a conference call last month, Fairway CEO Jack Murphy said the campaign would reintroduce Fairway to shoppers by emphasizing what it stands for. It comes as Murphy and newly named chief merchandising officer Dorothy Carlow address falling same-store sales at the iconic chain with 14 locations in greater New York.

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“We’re going to redirect the emphasis on some of the things we’ve been doing. It’s going to be a very significant campaign which once again is going to remind people why they love Fairway,” Murphy said. “This is not a company that needs to be reinvented, this is not a company that needs a whole lot of revolution — this is a company that just needs to be slightly enhanced, remind people why they love Fairway, and really then execute, execute, execute.”