Fresh Brands Launches Value/Quality Campaign

SHEBOYGAN, Wis. - Fresh Brands, Inc. has unveiled a new advertising campaign touting low prices, quality, and service for its 93 Piggly Wiggly stores in Wisconsin and northern Illinois.

All aspects of the new campaign, headlined by the company's familiar Mr. Pig character and featuring a redesigned logo urging consumers to "Shop The Pig and Save," promote the benefits of Piggly Wiggly's new "value proposition" designed to provide consumers with a high-quality shopping experience at competitive prices. Special emphasis will also focus on the grocer's "Pampered to Perfection" produce quality and exceptional customer service.

"At Piggly Wiggly, our number one priority is serving our customers and offering value," said Louis E. Stinebaugh, Fresh Brands' president and c.o.o, who noted the new advertising campaign "communicates to consumers that if they haven't shopped at Piggly Wiggly lately, they are missing out. Not only will they save money, they'll find the best quality meat and produce in our marketplace and fast, friendly service, as well."

The campaign's launch follows the implementation of a new business strategy Fresh Brands developed with its franchisees to achieve cost reductions and operational excellence at the stores and its distribution centers. "A more efficient distribution system and lower cost structure benefits everyone, especially our consumers," Stinebaugh added.

With the help of its new advertising agency, Sheboygan-based Jacobson Rost, the effort includes three new 30-second television spots, a radio campaign, and outdoor billboards. New point-of-sale shelf tags, in-store signage, and a redesigned weekly ad circular were also developed for the campaign that finds Mr. Pig smashing prices while also tending to the stores' produce.

Through its corporate-owned retail, franchised, and independent supermarkets, Fresh Brands currently has 81 franchised Piggly Wiggly supermarkets, 12 corporate-owned Piggly Wiggly's, two corporately owned convenience stores, nine corporately owned Dick's supermarkets, two distribution centers, and a centralized bakery/deli production facility.
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