Stater Bros. Markets kicks off brand refresh

Stater Bros. Market has begun a brand relaunch focusing on personalized service and affordable fresh food and meals that unites families around the table.

The Southern California grocer said late yesterday that the brand refresh started earlier this month with the “Bring It Home” advertising campaign on billboards across the region, to be followed by online media and video spots plus new marketing programs. Also planned are changes to the in-store experience and company operations, the launch of an e-commerce solution and, later in April, a pilot of an improved fresh experience in a smaller-format store.

San Bernardino, Calif.-based Stater Bros., which operates over 170 supermarkets across Southern California, didn’t provide any details on the upcoming small-format store, in-store enhancements, operational changes and e-commerce offering.

“We must have a bigger calling for why we do what we do,” Dennis McIntyre, executive vice president of marketing and chief marketing officer at Stater Bros., said in a statement. “We are here to nurture our communities and teammates to make our communities better and to make them feel valued. Yes, we are here to sell groceries, but why we do what we do is more important to today’s consumers and our teammates than it has ever been.”

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Stater Bros. noted that the rebrand is designed to tighten ties with the communities it serves by emphasizing fresh, healthy, specialty diet, ethnic and convenient meal solutions at attractive prices and with strong customer services. Encapsulating the updated brand mission is a new tagline: “Fresh. Affordable. Community First.”

The 'Bring It Home' ad campaign centers on fresh, healthy, specialty diet, ethnic and convenient meal solutions.

The shopping experience also will be elevated through more personalized service and expanded product offerings, according to Stater Bros. To that end, a team of in-house culinary experts will focus on bringing new recipes and flavors to stores. And later this month, the grocer will begin testing updated store decor intended to create a warmer, more welcoming shopping environment, the company said.

“We are very fortunate to have a terrific history and culture and a great base to build from,” commented Stater Bros. CEO Pete Van Helden. “But we must evolve with our customers and teammates today. This isn’t just a launch; it’s a journey. And we have a great future ahead.”