| Via Roma
2010 REBRAND 100 Winners > distinction
Industry: Retail Stores and Food
Brand Extension
Country Base: USA
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - A&P, one of the US's first supermarket chains, is the #1 supermarket in the Northeast (435 stores/$9.5 billion in sales) through its banners: A&P, SuperFresh, Food Basics, Waldbaum’s, The Food Emporium and Pathmark. Since 1859,
A&P has been a leader in offering high-quality, value-oriented private label grocery products.
Challenge - After reviewing the inventory of its store brand items, A&P realized that it had upwards of 200 national brand-equivalent Italian meal ingredients and sought to create a separate brand for this family of products under its own recognizable, authentic Italian brand in the store.
Strategy - With Italian-Americans being one of the Company’s key customer segments, A&P worked diligently to determine the most appropriate and authentic brand image and positioning. In fact, all product packaging incorporates photos of older generation Italians, all taken in a small village in Italy, which plays off the tagline “Food with Personality.”
Result - In December 2008, the Via Roma line debuted filled-to-order cannoli in the bakery department, as well as a unique do-it-yourself cannoli kit, followed by the introduction of authentic sauces, pasta, olive oil, cheeses and pizza. Customers have responded positively to the brand, especially the imagery, with increased sales. More products will be added to the collection in the upcoming months.
Credits:
Client: A&P - www.apsupermarket.com
Sr. VP, Marketing & Communications: Jennifer MacLeod
VP, Own Brands: Doug Palmer
Brand Strategists/Designers: united* - www.uniteddsn.com
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