Campaign Slogan
Competitive Basket Comparison Ad
Spanish language version
English language version
Danglers
Spanish Language End Cap Signs
Point of Sale
Aisle Blades
REBRANDING
A RECESSION PROOF BANNER
Food Basics was in trouble. Sales in most stores were down on average between 3 and 5 percent. Two of the most troubled stores were down between 10 and 18 percent. This was do in part to competition from other low price chains, including Shop Rite and Acme Markets.
We were given the assignment to reposition and rebrand of the deep discount chain.
The tone of our rebrand matched the low price brand positioning. It wasn't slick, sophisticated and did not look expensive. It was straightforward, authentic, but not overly serious.
The Savings Never Stop tagline promised aisle after aisle of all the products customers need at unbelievable prices.
Basket comparisons, low price guarantees and customer testimonials were used as powerful trust signals to consumers.
The store decor featured colorful artwork and signage to further enhance the overall shopping experience.
The rebrand was a hit with consumers and Identical store sales rose 14.5% over a 3 year period.