SUPERVALU
Overview
SUPERVALU research showed Latino consumers as “smart and savvy shoppers” taking advantage of a wider choice of grocery stores more so than their non-Latino counterparts. Major supermarket chains, “superstores”, club stores, independents, Latino markets and even several Asian and Middle Eastern food outlets were competing for the Latino market share and share-of-heart, creating an increasingly competitive marketplace.
We knew SUPERVALU’s valued Hispanic consumers were on a quest for savings and challenged themselves to gain the greatest value for their grocery dollar.
Campaign elements and channel mix included:
• Proven Drivers – Television and radio
• Relationship Builders – Online display and rich media
• Positioning Highlighters – Outdoor Laundromat signage, 30-Sheets and commuter rail
• Brand Experience Extenders – Cooking segments, on-air interviews, community calendars, remotes
• Community Events – Fiesta Broadway, Cinco de Mayo?and Hispanic Heritage Month
Results
The Hispanic programs we designed generated significant results making Albertsons, SUPERVALU’s branded stores in California, the #1 major grocery chain among Hispanics in 2008-2010. Our emphasis on price and value messages throughout all channels proved that the program not only drove traffic, but sales as well.
At the store level, we achieved increased traffic and spiked sales during key holidays by connecting customer needs with solutions offered by Albertsons, for example: Easter/Mother’s Day with large holiday family meals and Floral. The effort also provided almost year-round visibility for SUPERVALU’s two key Hispanic grocery chains, while other competitors were active only during selected time periods.
