Opportunities: Develop or revitalize many Wegmans‘ private label product offerings that competitors could not emulate. These included grocery and frozen food lines, packaged baked goods, upscale specialty foods, and more.
Challenges: Competitors claimed to have similar offerings. Private label products had a reputation for inconsistent quality.
Solutions: Planned ad campaigns to promote a wide array of product line introductions. Activities included developing package designs that differentiated products. Some creative solutions tied product attributes to healthier lifestyles. Directed ad agency or in-house creative teams to devise ad campaigns, which included the use of broadcast media. Special newspaper ads and point-of-purchase materials were created.
Results: Wegmans successfully introduced many product categories and benefited from the profit increases generated. Improved customer perceptions relating to higher quality private label products were set.
