Smart & Final partners with Chef Roy Choi on new rebranding campaign

Los Angeles-based grocer Smart & Final is partnering with celebrity chef Roy Choi, considered one of the founders of the gourmet food truck movement. The partnership centers around a rebranding campaign highlighting the retailer’s variety and customer service. The new marketing campaign also introduces the company’s new tagline, “Where Else?”

Developed in collaboration with Davis Elen Advertising, the brand’s first TV campaign in seven years is currently airing across California, Nevada, and Arizona with six initial TV spots and will also appear in print, in-store, out-of-home, and digital media throughout the year.

The campaign tells the Smart & Final story through the eyes of Super Associate Alex and three signature customer personas – Supermom Selena, office manager Brenda and celebrity chef Roy Choi – to showcase the brand’s product assortment, unique items, club sizes, farm fresh produce and longtime business partnerships.

Choi’s involvement was centered around telling the brand’s story from the perspective of a well-known restaurant chef/owner and frequent Smart & Final shopper. A Korean-American raised in Los Angeles, Choi pioneered the modern food truck movement through his Kogi BBQ truck. In 2020, Smart & Final became the first retailer to carry his now famous line of Kogi brand sauces.

Related:Smart & Final Extra! opening soon in Temecula, California

“I’ve been a Smart & Final customer since day one, and this campaign really feels like destiny fulfilled,” said Choi. “Good food should be available to everyone no matter where they live, and Smart & Final is an affordable, convenient grocery store for people feeding their families as well as restaurant owners like me.”

Commerce, Calif.-based Smart & Final has 255 store locations. Its larger format stores, Smart & Final Extra!, combine the warehouse store with traditional grocery offerings like farm-fresh produce and natural and organic options. In business since 1871, Smart & Final is part of Chedraui USA, a grocery retailer with 25,000 employees at 380 store locations across three banners, including Smart & Final, El Super and Fiesta Mart.