Opportunities: Wegmans continuously developed new, profitable private label product lines, some being unique.
Challenges: Competitors claimed to have similar products. Customers had negative perceptions based on lower quality products. It was necessary to compete with national brands.
Solutions: Assembled teams of creative experts to devise advertising tactics to best communicate and introduce these products. Directed many different activities to develop a brand identity for each new product, beginning at package design. Directed ad agency to devise unique approaches that drove customer awareness, coordinating their activities with in-house creative teams.
Results: Acceptance was very positive, resulting in many new product successes and driving unprecedented growth and profits. In the case of the success of Wegmans WPOP soft drinks, other product lines were developed and launched!