Roundy's to Spend $12 Million to Spruce Up its Image

MINNEAPOLIS -- On the heels of its recent deal to sell the distribution business for 50 independent retail locations to Supervalu, Roundy's Supermarkets here yesterday said it has awarded a $12 million account to a local branding agency firm to develop an integrated brand communications campaign for its stores.

Roundy's has specifically asked Kerker to devise a strategy to help it build the most successful grocery store brands in its Minnesota and Wisconsin markets. To that end, the firm will provide account planning, brand strategy, creative and media support.

Roundy's said work will start on Sept. 1, to enhance the brand image of 134 Rainbow Foods, Copps and Pick 'n Save grocery stores in metro Minneapolis/St. Paul and across Wisconsin.

"Kerker nailed our situation," said Robert Mariano, chairman and c.e.o. of Roundy's, explaining why his company chose Kerker. "They became familiar with and understood our stores from the inside out. Their focus is to help us build our grocery store brands around what consumers expect from each and every shopping experience. We will start in-store and over time create a more meaningful presence in the communities we serve."

"There's a lot of 'blah, blah, blah' in grocery store advertising," said Chuck Kelly, president of Kerker. "Consumers don't live to grocery shop, so we must break from convention and help Roundy's develop a brand experience that is more relevant to the world people actually live in."

Roundy's brand experience will be driven by the seemingly little things that grocery shoppers deem important, the parties said. The rebranding will coincide with Roundy's strategy to renovate many stores. New store planning is also underway.
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