Product Branding

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.

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