Sweetbay Launches Price-Comparison Site

MARK HAMSTRA

TAMPA, Fla. — Sweetbay here has launched a website that allows customers to compare its prices against those of Winn-Dixie Stores and Publix Super Markets.

The site, www.takebackyourlist.com , is part of Sweetbay’s new ad campaign promoting its EDLP positioning against the promotional stance of its two largest traditional supermarket rivals.

The campaign encourages shoppers to “take back their grocery list” — meaning that they “don’t have to buy 10 for $10, or buy two to get one free” to get low prices at Sweetbay, said Nicole LeBeau, a spokeswoman for the chain.

“You can make your grocery list, and stick to it,” she said. “You don’t have to buy 10 jars of salsa for $10.”

The new website allows customers to compare prices on select items in several categories and to create and print shopping lists.

The new campaign also entails 30-second TV spots and newspaper ads. Sweetbay is owned by Delhaize America, the U.S. division of Brussels-based Delhaize Group.

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