CHARLESTON, S.C. — Piggly Wiggly Carolina Co. said Thursday it is planning to launch a new branding campaign with the tag line “Local Since Forever.”
The campaign is scheduled to begin April 2 across South Carolina and the coastal Georgia region, where the chain's nearly 100 stores operate. The new campaign will first be introduced with a two-minute TV proclamation celebrating Piggly Wiggly’s local ties and company values. Then the campaign will be extended to radio, TV, billboards, newspaper circulars, store signage and collateral, social media — and later this year will be integrated into the company’s new website.
“This campaign feels right,” said David Schools, president and chief executive officer of Piggly Wiggly Carolina Co. “A lot has changed in the world since our company opened its doors in 1947, and this campaign is about honoring what it means to be ‘local’ and what really matters to our loyal customers, the employee-owners who keep our customers returning, and our communities who are proud to call us a neighbor.”
All aspects of this campaign were sourced and produced locally, from the voice talent of novelist Josephine Humphreys, a Charleston native, to the music, and local customers, employees and suppliers who will appear on advertisements and billboards.
The “Local Since Forever” campaign will replace the chain’s “Feeds Your Life” positioning, which was introduced in 2006.