New Consumer Solutions

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.

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