Unified Grocers Relaunches Springfield Brand With $10,000 Kitchen Makeover Sweepstakes

Unified Grocers introduced its redesigned Springfield logo and packaging to shoppers with the kickoff of a multifaceted 10-week consumer campaign featuring a $10,000 Kitchen Makeover Sweepstakes. The relaunch of one of Unified's flagship brands celebrates Springfield's award-winning modern look and features a new tagline — "Right Quality, Right Price, Right at Home" — in point-of-sale materials, billboards, radio, print and digital advertising. The campaign also features a new Springfield website (springfieldbrand.com), a dedicated Facebook page (facebook.com/Springfieldbrand) and other social media. In addition, shoppers are introduced to the Springfield Makeover Team through a series of fun YouTube videos. "The Springfield Makeover Team's mission is to help bring the great value and amazing quality of Springfield to shoppers' homes," says Executive Director of Corporate Marketing JoAnn Murdock. The team's work includes visiting nearly 100 different member stores over the next eight weeks to sample Springfield products, hand out coupons and giveaways, and generate buzz around the brand. "We designed the campaign so all our retailers — regardless of size — can participate in some fashion. In addition to extensive retailer ad/display activity and Makeover Team visits, we have do-it-yourself Springfield demo kits, coupons, mailer and website artwork, point-of-sale materials, and more," said Murdock. "Even the single store operators that won't have visits from the Makeover Team can promote the sweepstakes and benefit from all of the mass media and POS." The Kitchen Makeover Sweepstakes will give away a $10,000 grand prize and a number of other cash prizes. Unified's Springfield brand originated in 1947 in Southern California and has grown to include more than 1,100 SKUs. Springfield products can be found at independent grocery stores in central and Southern California, Arizona, Nevada and Mexico. In addition to Springfield, Unified's private label brands include: Cottage Hearth, Golden Creme, IGA, Natural Directions, Special Value, and Western Family. Unified teamed up with San Francisco-based Murray Brand Communications to redesign and refresh the Springfield packaging, make it relevant to today's consumers and to attract new shoppers to the brand. Earlier this month, Graphic Design USA magazine named the new Springfield logo and packaging a winner in the 2015 American Package Design Awards.