Associated Encourages Private-Label Trial With Webisodes

Associated Food Stores here is targeting younger consumers with Internet “webisodes” that promote the Western Family private-label line.

SALT LAKE CITY — Associated Food Stores here is targeting younger consumers with Internet “webisodes” that promote the Western Family private-label line. Accessed on the new website, www.mywesternfamily.com, the one- to two-minute videos feature sitcom style episodes starring a family named the Westerns. Each episode features a Western Family item of the week and a free coupon for that item. Through Aug. 26, for instance, visitors are eligible to receive a free 18-ounce package of Western Family Duos cookies at the retail locations of any of Associated's 400 members. The episodes will run for 13 weeks. “Recent research showed that while Western Family is a popular private label, the perception among younger shoppers associated it with older brands,” said Roger White, director of marketing, Associated Food Stores, in a statement. “The mywesternfamily.com campaign aims to communicate with consumers between the ages of 25 to 35 through the Internet and less traditional forms of media.”

Read More of Today's Headlines [2]