Holiday Ad Campaigns

Opportunities:  Wegmans had developed superior holiday and special occasion product and service offerings.

Challenges:  Competitors claimed to have similar offerings, business opportunities were very seasonal, and Wegmans was perceived as not being a source for some items.

Solutions:  Planned ad campaigns and creative themes that utilized creative approaches promoting superior quality, service, selection, and prices.  Utilized a variety of media to deliver messages including print, catalog, TV, radio, targeted direct mail, and extensive in-store advertising materials.  Planned media usage based on audience demographic profiles.  Created promotional packages in which manufacturer partners could participate (Co-op advertising programs).

Results:  Wegmans dominated competition and many product categories experienced unprecedented growth!  Manufacturer partners also experienced category growth, and their significant financial contributions offset Wegmans’ advertising and promotional expenses.

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