Winn-Dixie Goes 'Local' in Ads
Winn-Dixie Stores launched a major marketing campaign last week in parts of Louisiana and Mississippi based on the tag line, Local flavor since 1956. The campaign directed at consumers in New Orleans, Baton Rouge and Lafayette, La., and Biloxi and Gulfport, Miss. will focus on the chain's use of local produce, local vendors and local people for more than 50 years. Using newspaper
April 20, 2009
ELLIOT ZWIEBACH
JACKSONVILLE, Fla. — Winn-Dixie Stores here launched a major marketing campaign last week in parts of Louisiana and Mississippi based on the tag line, “Local flavor since 1956.”
Winn-Dixie’s new ads emphasize its local connections.
The campaign — directed at consumers in New Orleans, Baton Rouge and Lafayette, La., and Biloxi and Gulfport, Miss. — will focus on the chain's use of local produce, local vendors and local people for more than 50 years.
Using newspaper inserts, radio and billboards, the Winn-Dixie campaign features chain employees, including long-time butchers talking about the quality of the chain's closely trimmed beef; local citizens, including a school principal from Metaire, La., talking about the chain's assistance in supplying school computers; as well as a local jazz singer and a crawfish farmer attesting to the “fresh and local” qualities of Winn-Dixie.
The campaign steps squarely onto the turf of Thibodaux, La.-based Rouses Markets, the 35-unit operator that has long emphasized its local heritage and offerings.
Winn-Dixie said versions of the initial campaign will be expanded to other regions beginning later this summer.