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Roundy’s Supermarkets is seeking a home-field advantage against competitive incursions.
Its Pick ’n Save brand this summer has launched a comprehensive campaign known as “Wisconsin Proud” highlighting its local heritage and an understanding of Wisconsin shoppers — a not-so-subtle reference to newly arriving out-of-state rivals including Michigan’s Meijer, whose competitive openings have Pick ’n Save under some sales pressure.
The initiative consists of a number of merchandising, marketing and service components including price investments, television ads, billboards, radio spots, online banners, new in-store signage, new uniforms, messaging on social media channels as well as new product introductions, among other things.
While the campaign is newly launched and focused in the Milwaukee area, officials said results at those stores have been promising.
Photos courtesy of Roundy's
Roundy’s made substantial investments in lower prices to help spark the campaign, officials said.
An employee shows off a newly designed uniform with a black vest bearing the “Wisconsin Proud” logo.
Pride in the state’s famous export — and a nod to the sartorial choices of its fans — adorn this T-shirt.
Officials say “Wisconsin Proud” is a “more visible and all-encompassing initiative,” than past pricing or promotion programs at Pick ’n Save, and includes messaging on billboards.
A local colloquialism is referenced in this dairy aisle promotion.
Signs in the deli department of a Pick ’n Save store hit on Wisconsinites’ fondness for beer and brats.
This store sign highlights a local produce initiative.
This television ad plays on Wisconsinite’s unique character.
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