SHOP ‘N SAVE® WINS MASTER MARKETER AWARD FOR CAMPAIGN HIGHLIGHTING PRIVATE LABEL PRODUCTS
The Award-Winning Campaign Met the Rising Consumer Demand for Free-From and Organic Products with a 24 Percent Spike in Annual Sales
PITTSBURGH – Sept. 28, 2017 – SHOP ‘n SAVE®, the independently owned and operated grocery retailer with more than 100 stores in Western Pennsylvania, Maryland, New York, Ohio and West Virginia, recently won the “Extra Effort Advertising” national award at the 2017 SUPERVALU Expo Master Marketer awards ceremony. The annual event recognizes and celebrates the top merchandising and marketing campaigns from the company’s 1,700-plus independent retailers. The grocery retailer received this recognition for their 2016 campaign, which met growing consumer demand for private label products and elevated the SUPERVALU Wild Harvest® brand. The campaign featured a pilot program with local business owner and chef, Lisa Hegedus, to provide health-conscious consumers with simple and healthy recipe ideas, raising the overall visibility of Wild Harvest products and increasing 2016 product sales by 24 percent from the previous year.
“At SHOP ‘n SAVE, we’re committed to keeping an eye on the growing demands of our consumers. In particular, we’ve noticed how consumer demand for private label products is at an all-time high,” said Bob Holmes, SHOP ‘n SAVE area sales director. “In response to this growing demand, we joined forces with Chef Lisa to elevate our Wild Harvest product line and connect directly with our target consumer – busy moms on-the-go – who are budget-conscious yet are uncompromising in quality and convenience when providing their families with healthy, well-balanced meals.”
During the campaign, which ran Sept. 23, 2016 through Dec. 2, 2016, SHOP ‘n SAVE aimed to highlight SUPERVALU’S Wild Harvest line of products, which are free from over 100 undesirable ingredients, by leveraging digital and print activations to drive product trial and sales. The campaign consisted of three separate blog posts with 12 original recipe ideas as well as in-person cooking demonstrations at the Pittsburgh Street SHOP ‘n SAVE in Greensburg, Pa. and at Chef Lisa’s business, Caffe Barista. All of her recipes were created with busy, budget-conscious families in mind and were inspired by the food she serves her own family and customers at her restaurant.
“As a busy wife, mom and business owner who values quality and convenience, my affiliation with SHOP ‘n SAVE has been a natural fit,” said Chef Lisa Hegedus. “I’m looking forward to collaborating further with them as we raise consumer visibility of healthy, high-quality products at a price value that will not break the bank.”
Due to the success of the 2016 pilot program, the grocer has continued its collaboration with Chef Lisa on an increased basis, giving the grocer more opportunities to share rich content on digital platforms and in print with its consumers.
For more information on SUPERVALU Inc. and the Master Marketer Awards Ceremony held during the 2017 SUPERVALU Sales EXPO, please visit www.supervalu.com and www.supervaluexpo.com.
To keep up with Chef Lisa’s weekly blog posts and original recipe ideas, visit the SHOP ‘n SAVE Facebook page at www.facebook.com/shopnsavefood.
About SHOP ‘n SAVE:
There are more than 100 independently owned and operated SHOP ‘n SAVE stores in Western Pennsylvania, Maryland, New York, Ohio and West Virginia. SHOP ‘n SAVE offers customers everyday low prices on name brand and private label products. For more information, visit www.shopnsavefood.com.