Roundy's Chairman Highlights Perishables in Ads

A new round of TV commercials starring Robert “Chairman Bob” Mariano, chairman and CEO of Roundy's Supermarkets, Inc., has begun airing in Wisconsin and Minnesota. The new ads build on spots introduced last year, in which Chairman Bob is shown conducting a series of food inspections with the aid of a "Bobtourage." While the first phase of the campaign zeroed in on the quality of Roundy's private label, the new ads, which debuted this month, focus on the Midwest grocer's commitment to offering high-quality produce and bakery items.

"We want our customers to know that our goal is to excel in our perishable departments and to exceed their expectations," noted Mariano. "Our more than 20,000 employees at the home office, our distribution centers and throughout our 151 stores work hard to accomplish that. It is my honor to represent their hard work and commitment in these new commercials."

In one commercial, Chairman Bob, accompanied by his Bobtourage, searches through the farms, fields and patches of Arizona, California and Texas for best tomatoes, cabbages and watermelons. The other commercial shows Mariano checking out a freshly baked cake and placing a cherry on top as a finishing touch.

The ads will run through May 24. The “Meet Chairman Bob” campaign will continue with billboard and radio ads this summer.

Milwaukee-based Roundy's operates 151 retail grocery stores under the Pick 'n Save, Copps, Rainbow and Metro Market banners in Wisconsin and Minnesota.
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