'&' marks the spot for Smart & Final campaign
Smart & Final is launching a new marketing blitz that puts its use of punctuation front and center.
The rollout will include print, radio, television and outdoor advertising in select markets and digital outreach now through July 3. The new campaign aims to tell the story of what the value-oriented food and staples retailer has become through its growth initiatives and will highlight the company's heritage.
"Smart & Final has a rich history and commitment of inclusion. The ampersand signifies many different components of our company including the partnership between our founders Mr. Smart & Mr. Final, treating our customers like friends & neighbors and serving as a warehouse & market," said Smart & Final Chief Marketing Officer, Eleanor Hong. "We are rebranding to ensure customers know who we are, what we offer and what we stand for so that they can choose Smart & Final as their primary shopping destination."
The ampersand also is indicative of the company's dual roles providing warehouse and marketplace goods and low prices while offering restaurant-quality goods, among other pairings, Hong said.
"Our successes are marked by connections," added Hong. "Households rely on us for the finest meats and freshest produce for their families while local restaurant owners depend on us for the right products, prices and sizes. They will find all of these offerings and more at Smart & Final stores located in the communities we build together."
For the remainder of 2015, Smart & Final is scheduled to open 16 additional Smart & Final Extra! stores including three store conversions.
As of Dec. 28, the company operated 254 grocery and foodservice stores under the "Smart & Final", "Smart & Final Extra!" and "Cash & Carry Smart Foodservice" banners in California, Oregon, Washington, Arizona, Nevada, and Idaho, with an additional 14 stores in northern Mexico operated through a joint venture.
The rollout will include print, radio, television and outdoor advertising in select markets and digital outreach now through July 3. The new campaign aims to tell the story of what the value-oriented food and staples retailer has become through its growth initiatives and will highlight the company's heritage.
"Smart & Final has a rich history and commitment of inclusion. The ampersand signifies many different components of our company including the partnership between our founders Mr. Smart & Mr. Final, treating our customers like friends & neighbors and serving as a warehouse & market," said Smart & Final Chief Marketing Officer, Eleanor Hong. "We are rebranding to ensure customers know who we are, what we offer and what we stand for so that they can choose Smart & Final as their primary shopping destination."
The ampersand also is indicative of the company's dual roles providing warehouse and marketplace goods and low prices while offering restaurant-quality goods, among other pairings, Hong said.
"Our successes are marked by connections," added Hong. "Households rely on us for the finest meats and freshest produce for their families while local restaurant owners depend on us for the right products, prices and sizes. They will find all of these offerings and more at Smart & Final stores located in the communities we build together."
For the remainder of 2015, Smart & Final is scheduled to open 16 additional Smart & Final Extra! stores including three store conversions.
As of Dec. 28, the company operated 254 grocery and foodservice stores under the "Smart & Final", "Smart & Final Extra!" and "Cash & Carry Smart Foodservice" banners in California, Oregon, Washington, Arizona, Nevada, and Idaho, with an additional 14 stores in northern Mexico operated through a joint venture.