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SD Soybean Group Launching Food-Safety Campaign

A soybean industry group in South Dakota plans to launch a TV, print and radio ad campaign in January with the goal of “dispelling misconceptions” about farming and food safety.

Entitled “Hungry for Truth,” the campaign hopes to spread the message to the relatively urban areas of the state, such as Sioux Falls and Rapid City, by using farmers talking about what they do.

“People deserve to know the facts about farming today, and we have nothing to hide,” said John Horter, who farms near Andover, SD, and is president of the South Dakota Soybean Association.

Funded through checkoff money from the South Dakota Soybean Research and Promotion Council, the campaign used focus groups and a phone survey and hired a professional marketing firm to craft and target the message.

Survey results indicated that food safety was the main concern of respondents when they thought about farming, especially concerns about pesticides, antibiotics, growth hormones and genetically modified organisms (GMOs).

Two-thirds of those surveyed by phone said that companies should be required to label GMO foods. Those who had that opinion tended to be women, seniors and those living in western SD.

While the survey revealed that people don’t trust farming technology, they do tend to trust farmers because nine out of 10 South Dakotans personally know one. Most farms in SD are family-run, and most survey respondents believe that the state’s farmers put quality over profit.

As part of the campaign, a new site is scheduled to debut next month featuring videos of farmers sitting around a table talking about their work. Some planned topics will be how farmers operate, how they grow crops, and how they treat animals.

Food Safety News

Food Lion Feeds launches campaign to help feed families in need

This holiday season, Food Lion is partnering with customers in its more than 1,100 stores, Nov. 19-Dec. 23, to help solve hunger through its Food Lion Feeds “Holidays Without Hunger” campaign.

Through the campaign, customers can purchase and donate a specially marked “Holidays Without Hunger” food box for $ 5, while supplies last, or make a cash donation at checkout. All of the cash donations benefit Feeding America, one of the largest domestic hunger relief charities, and its network of local food banks. Food boxes are donated directly to a local hunger relief food bank or agency.

Through Food Lion Feeds, Food Lion is working to create a better tomorrow by uniting with customers and partners to help eliminate the difficult choices many families are forced to make when they are struggling with hunger. Working toward its commitment to provide 500 million meals by the end of 2020, Food Lion Feeds has already donated approximately 40 million meals through in-store campaigns, like “Holidays Without Hunger,” its food donation program and local donations and volunteerism.

The Produce News | Today’s Headlines – The Produce News – Covering fresh produce around the globe since 1897.

Shaw’s Ends Loyalty Program With New Campaign

WEST BRIDGEWATER, Mass. — Shaw’s and Star Markets stores on Friday will launch a new marketing campaign, introducing thousands of everyday lower prices and adopting its new parent company’s policy of offering discounts with or without a loyalty card, a spokesman told SN Wednesday.

The campaign, known as “You’re in for Something Fresh,” seeks to convey that customers are in for a new experience at Shaw’s and Star Market. Customers will see a redesigned circular and new in-store signage designed to create excitement and illustrate the company’s commitment to quality products and customer service.

As previously reported in SN, Boise, Idaho-based Albertsons, which reacquired Shaw’s and Star Market from Supervalu earlier this year, is eliminating the loyalty program at its Albertsons banner stores. Since then its Jewel-Osco and Acme banners have also unveiled plans to eliminate their loyalty prorgams.

Malvern, Pa.-based Acme Markets launched a similar strategy to Shaw’s last week, kicking off the effort with a video message from its president, Jim Perkins. Perkins said customers at Acme could expect to see cleaner stores, better service everyday low prices and a new guarantee on fresh products.

Jewel-Osco this week also launched a campaign using the same slogan and promoting savings without a card.

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Italy: Positive melon campaign – less produce but satisfying prices

Bruno Francescon
Italy: Positive melon campaign – less produce but satisfying prices

“The 2014 melon campaign started very well in February with produce from Senegal: the fruit was of exceptional quality and clients responded well, so much so that we did not have enough to meet demand. Unfortunately, we finished our imports from Africa overlapping with production from Sicily, but it was an excellent spring campaign in general,” explains Bruno Francescon, chairman and administrator of a PO.


“As regards the Sicilian produce, prices were quite low, then temperatures dropped in May and demand remained low too, so we could barely cover production costs.”


“TerraEqua” is the brand of Francescon melons cultivated in Senegal.

“June and July went very well due to the increase in volumes and sufficient prices…up until the night between July 17th and 18th, when a hailstorm in the Mantua area changed things. Expectations were positive and quality was good, but we still had 700 ha to harvest and 400 ha were affected.”


“We recorded a +20% in July thanks to increased exports and new clients, but then in August and September we lost something like 500 trucks of melons. Thankfully, prices doubled in the last two months – almost €1/kg on average.”

“The 2014 campaign has been actually positive, with 25% less volumes but with a slightly increased turnover.”

Contacts:
OP Francescon
Via Retenago, 13
46040 Rodigo (MN) – Italy
Tel.: +39 0376 650727
Fax: +39 0376 684777
Email: [email protected]
Web: www.op-francescon.it

Publication date: 10/22/2014
Author: Rebecca Baron
Copyright: www.freshplaza.com


FreshPlaza.com

Whole Foods launches first-ever national brand campaign

Whole Foods Market has launched its first national brand campaign to highlight its quality standards, healthy offerings and key milestones as a pioneer in the natural and organic food industry. By communicating the company’s deeper purpose and its history of celebrating food and the people who produce it, the multichannel advertising initiative is intended to demonstrate the values of “America’s Healthiest Grocery Store,” according to the company.wfm-1

At the helm of the new campaign is seasoned marketing leader Jeannine D’Addario, Whole Foods Market’s new global vice president of communications. She joined Whole Foods Market in August from Stanford Children’s Health, where she served as vice president and chief marketing officer. D’Addario also previously served as vice president of marketing for infant, toddler and preschool brands at the Walt Disney Co.

“Whole Foods Market has been subtly telling our story for decades, and now is the time to overtly communicate what we’ve spent more than 35 years creating as change agents in the food world,” D’Addario said in a press release. “We are excited to share our stories, and to have deeper conversations with our customers so they can make meaningful choices about what they decide to buy and support.”

“We founded Whole Foods Market as a group of young people who had a deep sense of purpose and a mission to make a difference,” John Mackey, co-chief executive officer and co-founder, said in the release. “It came from a very visceral desire to offer natural, organic and healthy, fresh food with a clear set of standards. We had no idea then the difference it could make. Now, 35 years later we are ‘Americas Healthiest Grocery Store’ and we’re excited to demonstrate that with this first-ever national ad campaign and with the work we do in our local and global communities.”

Using the theme “Values Matter” primarily in television, print and digital advertisements, Whole Foods Market will explain the origin and impact of its products and the standards behind them.

The company’s new “Responsibly Grown” produce ratings program is a topic of an authentic, documentary-style TV spot that will feature supplier partners, including farmers, along with Whole Foods Market customers and team members.

Whole Foods Market has been recognized by many organizations over the years for its work in creating industry-leading standards. For example, the company was among the first certified organic national grocers in the United States and was the only retailer named “America’s Healthiest Grocery Store” by Health magazine.

“Not everyone knows what makes Whole Foods Market different from other grocers, or the fact that no other retailer has standards as demanding or as transparent as ours,” D’Addario said. “This campaign will distinguish what makes our brand special, our food different and our quality superior. It’s our opportunity to reaffirm our unwavering commitments to our core values, which are at the heart of our brand.”

To complement the campaign launch, Whole Foods Market created wfm.com/valuesmatter to present visitors with more transparency and information through videos, supplier partner stories, product profiles and team member testimonials.

The Produce News | Today’s Headlines – The Produce News – Covering fresh produce around the globe since 1897.

Whole Foods launches first-ever national brand campaign

Whole Foods Market has launched its first national brand campaign to highlight its quality standards, healthy offerings and key milestones as a pioneer in the natural and organic food industry. By communicating the company’s deeper purpose and its history of celebrating food and the people who produce it, the multichannel advertising initiative is intended to demonstrate the values of “America’s Healthiest Grocery Store,” according to the company.wfm-1

At the helm of the new campaign is seasoned marketing leader Jeannine D’Addario, Whole Foods Market’s new global vice president of communications. She joined Whole Foods Market in August from Stanford Children’s Health, where she served as vice president and chief marketing officer. D’Addario also previously served as vice president of marketing for infant, toddler and preschool brands at the Walt Disney Co.

“Whole Foods Market has been subtly telling our story for decades, and now is the time to overtly communicate what we’ve spent more than 35 years creating as change agents in the food world,” D’Addario said in a press release. “We are excited to share our stories, and to have deeper conversations with our customers so they can make meaningful choices about what they decide to buy and support.”

“We founded Whole Foods Market as a group of young people who had a deep sense of purpose and a mission to make a difference,” John Mackey, co-chief executive officer and co-founder, said in the release. “It came from a very visceral desire to offer natural, organic and healthy, fresh food with a clear set of standards. We had no idea then the difference it could make. Now, 35 years later we are ‘Americas Healthiest Grocery Store’ and we’re excited to demonstrate that with this first-ever national ad campaign and with the work we do in our local and global communities.”

Using the theme “Values Matter” primarily in television, print and digital advertisements, Whole Foods Market will explain the origin and impact of its products and the standards behind them.

The company’s new “Responsibly Grown” produce ratings program is a topic of an authentic, documentary-style TV spot that will feature supplier partners, including farmers, along with Whole Foods Market customers and team members.

Whole Foods Market has been recognized by many organizations over the years for its work in creating industry-leading standards. For example, the company was among the first certified organic national grocers in the United States and was the only retailer named “America’s Healthiest Grocery Store” by Health magazine.

“Not everyone knows what makes Whole Foods Market different from other grocers, or the fact that no other retailer has standards as demanding or as transparent as ours,” D’Addario said. “This campaign will distinguish what makes our brand special, our food different and our quality superior. It’s our opportunity to reaffirm our unwavering commitments to our core values, which are at the heart of our brand.”

To complement the campaign launch, Whole Foods Market created wfm.com/valuesmatter to present visitors with more transparency and information through videos, supplier partner stories, product profiles and team member testimonials.

The Produce News | Today’s Headlines – The Produce News – Covering fresh produce around the globe since 1897.

Whole Foods launches national ad campaign

Calling itself “America’s Healthiest Grocery Store,” Whole Foods Market on Monday launched its first-ever national advertising campaign.

The campaign, using the theme “Values Matter” comes as Whole Foods seeks to distinguish its offering amid competitors who’ve moved into its natural and organic food domain with a stronger emphasis on price. The Whole Foods campaign touts its buying standards, the origins of its products and the company’s pioneering role in the natural and organic food industry.

“Not everyone knows what makes Whole Foods Market different from other grocers, or the fact that no other retailer has standards as demanding or as transparent as ours,” Jeannine D’Addario, Whole Foods Market’s new global VP of communications, said in a statement. “This campaign will distinguish what makes our brand special, our food different and our quality superior. It’s our opportunity to reaffirm our unwavering commitments to our core values, which are at the heart of our brand.” D’Addario joined Whole Foods Market in August from Stanford Children’s Health, where she served as VP and chief marketing officer. D’Addario previously served as VP of marketing for infant, toddler and preschool brands at the Walt Disney Company. 

The company partnered with New York-based Partners & Spade to develop the creative approach. Headlines such as “The Highest Standards Weren’t Available, So We Created Them,” tout Whole Foods Market’s milestones in developing its signature standards and ratings programs. Sustainable seafood standards, animal welfare ratings, and its new “Responsibly Grown” produce ratings program are the topics of authentic, documentary-style TV spots that were directed by notable commercial filmmaker Gerard de Thame and feature supplier partners — including farmers, ranchers and fishermen — along with Whole Foods Market customers and team members.

“We believe Whole Foods Market has raised the level of food consciousness more than any other retailer, and it is certainly one of the most genuine, transparent companies out there,” Anthony Sperduti, co-founder and creative director at Partners & Spade, said. “Helping craft Whole Foods Market’s first national conversation about its philosophy and vision has been some of our team’s most meaningful work because it’s bigger than just commerce: it’s a wake-up call for how to treat ourselves, each other and the planet.”

Austin-based GSD&M was selected as the partner to handle media strategy and placement, which includes spots during prime time television shows including “Modern Family,” “Scandal” and “The Voice,” and on late night favorites such as “The Tonight Show Starring Jimmy Fallon,” “Jimmy Kimmel Live,” and “Saturday Night Live.” Ads will also appear in business, food, health, and lifestyle outlets, both print and digital.

To complement the campaign launch, Whole Foods Market created a new website to present visitors with more transparency and information through videos, supplier partner stories, product profiles and team member testimonials. The company invites consumers to visit the new site and take a brief survey called “What Do You Value?” to share what matters most to them.

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