Winn-Dixie Launches ‘Local’ Marketing Campaign

ELLIOT ZWIEBACH

JACKSONVILLE, Fla. — Winn-Dixie Stores here is scheduled to launch a major marketing campaign today 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 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.

Local versions of the initial campaign will be expanded to other Winn-Dixie regions beginning later this summer, a chain spokesman told SN.

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