Opportunities: Wegmans‘ goal was to develop and introducing new consumer solutions, such as their Italian Classics products and Meal Solutions.
Challenges: Overcome customer perceptions that quality meal solutions came only from restaurants.
Solutions: Directed brand-building communications and advertising. Oversaw the development of package designs, collateral materials, broadcast and print media advertising, and in-store display materials. Work included managing the development of Wegmans “What’s for dinner tonight” campaign, which included mouth-watering TV and radio “infomercials” designed to create appetite appeal, supported by in-store demonstrations and support materials.
Results: Wegmans realized incremental sales and profits by introducing these new concepts to customers, thus differentiating themselves from competitors.