Store Brands

NOV 2016

Store Brands delivers unprecedented strategic and tactical information needed by retail executives to develop and support compelling, differentiated store brand programs to build customer loyalty.

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3 8 Store Brands / November 2016 / Cover Story: Store Brand Achievement Awards Best use of store brands for cause marketing Kings Food Markets "BUY TWO, GIVE ONE" PRIVATE BRAND PROMOTION L ast September, Kings Food Markets introduced its first private brand: the namesake Kings brand. The store brand covers food and beverage product categories ranging from frozen pizzas and fresh pasta and sauces to gourmet frozen side dishes and premium coffee. But the Parsippany, N.J.-based retailer went well beyond flyers and signage to market the new brand, getting charitable in the process. Kings Food Markets launched a "Buy Two, Give One" campaign across all stores to celebrate the brand's debut. Customers were offered a special savings for buying two of the Kings products and then giving a third one to a local food pantry to help fight hunger. The food pantries tapped to receive donations included the Food Bank of Somerset, Center for Food Action, Interfaith Food Pantry & Homeless Solutions, Hoboken Shelter, Flemington Food Pantry, Neighbor to Neighbor and Interfaith Nutrition Network, the retailer said. In celebration of the launch, Kings also gave away Kings organic pasta imported directly from Italy to the first 175 customers in each store on Sept. 25, and gave consumers the opportunity to win a tote filled with Kings brand products and a Kings gift card. "We were so happy to kick off our "Buy Two, Donate One" campaign in conjunction with the launch of Kings Own brand last September, Karen Roche, senior marketing director, Kings Food Markets, told Store Brands. "We're committed to eliminate hunger in the communities we serve and are so proud to have our own brand of products to contribute." Best achievement in store brand marketing Food Lion "QUARTER BACK" PRIVATE BRAND PROMOTION S eptember (and the 2016 football season) marked the encore of Food Lion's popular "Quarter Back" private brand promotion — which gave shoppers a good reason to return to both Food Lion stores and Food Lion brands. Under the promotion, shoppers could earn a quarter back on every private brand item they buy, up to $10 per transaction through Oct. 11, the Salisbury, N.C.-headquartered retailer said. For the savings to apply, shoppers were required to purchase at least four items under the Food Lion, my essentials, Taste of Inspirations, Nature's Place, Home 360, Cha-Ching and/or Healthy Accents brands. Shoppers who took advantage of the promotion and used their Food Lion MVP card earned a coupon they could use during their next shopping trip. They could return to Food Lion stores as many times as they wanted to take advantage of the promotion, Food Lion said. The retailer also noted that in 2015, it redesigned its private label packaging under the Food Lion brand. Updated package designs include Guiding Stars nutri- tional information added to the front panel to make it "easier for shoppers to make purchasing decisions." In addition, the company expanded its private brand offerings to fresh produce, including carrots, apples, potatoes, mushrooms, onions and much more.

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