Supervalu Highlights Produce Departments

MINNEAPOLIS — On Wednesday, Supervalu will debut a new television ad featuring animated, singing produce, according to a report in Advertising Age.

MINNEAPOLIS — On Wednesday, Supervalu [2] will debut a new television ad featuring animated, singing produce, according to a report in Advertising Age.

“We know customers want to eat better. We want to serve our customers and help them deliver on this goal,” explained Sidne Berg, the Supervalu’s director of marketing communications. “The advertising is focused around our produce department, which is a key department for us. The campaign itself really leverages the visceral and exciting attributes of that department.”

AdAge described the campaign as a part of Supervalu’s broader efforts to reverse sluggish sales trends, which also involve consolidating the company’s private-label offerings and giving individual store operators more power to make merchandising decisions at the local level.

“It's a store-by-store focus,” said Berg. “Our store directors have been equipped with data from our analytics team on what the neighborhood and demographic looks like around each of their stores. They are then empowered in multiple areas within their store where we don't dictate but we can help support and provide direction on how they merchandise.”