JACKSONVILLE, Fla. — Winn-Dixie Stores here is kicking off a new brand positioning program today at its stores in north Florida and south Georgia — called “Fresh Checked Every Day” — following the completion of remodeling all 51 stores in its hometown division here.
The chain, which plans to remodel stores market-by-market, declined to disclose the location of the next market set for upgrade after this one.
According to Peter Lynch, chairman and chief executive officer, “Fresh Checked Every Day” refers to the fresh, local shopping experience and enhanced service customers will have on each store visit. A multimedia campaign is scheduled to begin today using television, radio, outdoor advertising and a specially created micro-site  that will enable visitors to take a virtual store tour with updates on store events.
Although redesign elements vary based on the needs of each store, the company said, all 51 stores feature a new color palette and signage. Winn-Dixie also said it is offering customers who submit their names a chance to win $100,000 in a prize drawing.
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