Roundy's CEO Stars in New Store Brand Ads

MILWAUKEE -- Robert Marino, chairman and c.e.o. of Roundy’s Supermarkets based here, is going “Hollywood” as the star of a new television advertising campaign that kicked off this week, touting the company’s extensive private label items available exclusively in its Pick 'n Save, Copps and Rainbow grocery stores.

As the star of the clever new "Chairman Bob" spots, Mariano conducts a series of food inspections with the help of his "Bobtourage,” in an effort to communicate Roundy’s quality commitment that’s embodied in every one of its 2,500 proprietary products – all of which just so happen to be signed by “Chairman Bob” himself.

"I personally guarantee the freshness and quality of every Roundy's product through my signature on our labels," said Mariano. "But my signature is only symbolic of the commitment that all the 22,000 employees at our stores have to providing our customers with the highest quality products. This new ad campaign is our way of showing that we take the quality of our products seriously, while also delivering that message in a lighthearted way."

The TV commercials specifically highlight Roundy's premium original orange juice, Roundy's barbecue potato chips and Roundy's Select ice cream. In each commercial, Mariano is surrounded by his Bobtourage as he pays a surprise visit to Roundy's chip factory to approve the chip recipe, travels to an orange grove to pick out the sweetest orange for Roundy's orange juice, and dons a parka to brave the freezer in the quest to taste and sign off on Roundy's ice cream.

The "Meet Chairman Bob" campaign also includes radio and print ads, as well as an interactive online component. The grocer is making the television commercials available online as well at the Web site The newly designed website also allows customers to pick their favorite members of the Bobtourage; and to analyze their own signatures to see if they stand for quality like Chairman Bob's. The Web site also provides information about some of Roundy's 2,500 Chairman Bob-approved products.

Finally, the grocer will place life-sized cut-outs of Chairman Bob and the Bobtourage, as well as other “Meet Chairman Bob” supporting materials, in its stores.

Roundy’s said the campaign will run in all its markets.

With nearly $4 billion in sales, Roundy’s operates 153 retail grocery stores under the Pick 'n Save, Copps, Rainbow and Metro Market banners in Wisconsin and Minnesota.
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