Piggly Wiggly Carolina Co.’s extended family of executives, employees and store operators gathered on March 22 with local suppliers and business partners to roll out a new branding campaign in tandem with a formal presentation by Progressive Grocer’s publisher and editor on being named as the leading trade publication’s 2012 Independent Retailer of the Year.
David Schools, president and CEO of the Charleston, S.C.-based Piggly Wiggly Carolina Co. accepted the magazine’s highest honor designed for independent supermarket organizations from PG’s publisher Jeff Friedman and chief editor Meg Major before a large an enthusiastic crowd at the Porter-Gaud School, which was followed by the unveiling of a new brand campaign -- “Local Since Forever” -- that will formally launch April 2, 2012, across the state of South Carolina and the coastal Georgia region where its near 100 stores are located.
The “Local Since Forever” campaign will first be introduced with a two-minute television proclamation celebrating Piggly Wiggly’s local ties and company values. Following, the campaign will be extended to all of The Pig’s multimedia vehicles -- radio ads, television commercials, billboards, newspaper circulars, store signage and collateral, social media spaces—and later this year will be integrated into the company’s new website.
“This campaign feels right,” says Schools, noting that while "a lot has changed in the world since our company opened its doors in 1947, this campaign is about honoring what it means to be ‘local’ and what really matters to our loyal customers, the employee-owners who keep our customers returning, and our communities who are proud to call us a neighbor.”
All aspects of this campaign were sourced and produced locally, from the voice talent of novelist Josephine Humphreys, a Charleston native, to the music, and local “models” -- area residents, long-time employees of The Pig, local farmers and manufacturers -- who will appear on advertisements and billboards.
The “Local Since Forever” campaign will replace the brand’s “Feeds Your Life” positioning, which was introduced in 2006.
Piggly Wiggly Carolina Co. has more than 4,000 employee-owners across South Carolina and coastal Georgia and is one of the largest retail companies in the state of South Carolina.