Roundy’s Supermarkets is seeking a home-field advantage against competitive incursions.
Its Pick ’n Save brand this summer has launched a comprehensive campaign known as “Wisconsin Proud” highlighting its local heritage and an understanding of Wisconsin shoppers — a not-so-subtle reference to newly arriving out-of-state rivals including Michigan’s Meijer, whose competitive openings have Pick ’n Save under some sales pressure.
The initiative consists of a number of merchandising, marketing and service components including price investments, television ads, billboards, radio spots, online banners, new in-store signage, new uniforms, messaging on social media channels as well as new product introductions, among other things.
While the campaign is newly launched and focused in the Milwaukee area, officials said results at those stores have been promising.
Photos courtesy of Roundy's