| Green Way
2010 REBRAND 100 Winners > merit
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' 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 - As a sustainable Company, and a leader in providing private label grocery products, A&P wanted to develop a brand for the socially and environmentally conscious consumer, which encompasses a selection of products ranging from organic, natural and sustainable/earth friendly, but are affordable and accessible to customers.
Strategy - Green Way products are designed for consumers who have a lifestyle that consistently involves organic and natural foods and who are looking for a more affordable alternative to national brands. The target also includes individuals that would like to purchase more organic and natural foods, but who have been prevented from doing so due to high price-points. Research shows that the natural foods consumer is also the organic foods consumer, as well as the consumer that is concerned about the environment.
Result - In December 2008, Green Way premiered with an eco-friendly line of paper products, organic frozen foods, prepared foods, condiments, reusable grocery bags and more. This brand will rapidly expand its selection to over 150 products while staying true to its mission to deliver innovation with a commitment to sustainability and the Earth. The brand’s tagline truly sums up its identity, “Good for You, Good for the Earth.”
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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