Unified Grocers Refreshes Springfield Brand

Unified Grocers had redesigned its flagship Springfield brand and is introducing the new logo and packaging with a 10-week consumer campaign that culminates with a $10,000 kitchen makeover.

The brand’s new tagline – Right Quality, Right Price, Right at Home – celebrates the award-winning modern look in point-of-sale materials and advertising. A new website, Facebook page and other social media channels also are part of the brand relaunch.

A dedicated Springfield Makeover Team will visit nearly 100 member retailers to hand out coupons and giveaways to shoppers and sample products; consumers also can view a series of corresponding YouTube videos.

"We designed the campaign so all our retailers — regardless of size — can participate in some fashion,” said JoAnn Murdock, executive director of corporate marketing. “In addition to extensive retailer ad/display activity and Makeover Team visits, we have do-it-yourself Springfield demo kits, coupons, mailer and website artwork, point-of-sale materials, and more. Even the single store operators that won't have visits from the Makeover Team can promote the sweepstakes and benefit from all of the mass media and POS."

Unified’s Springfield brand began in 1947 and has grown to include more than 1,100 SKUs that can be found in independent grocery stores in central and Southern California, Arizona, Nevada and Mexico.