Since their opening in 1972, a low price halo had always carried strength in the Pathmark brand. We were given the ambitious task of combating falling sales and reinstating the low price image the chain has always been known for.
The charge to position Pathmark with a single point of focus: PRICE led us to execute the charge with a single word: SAVE.
Pathmark’s target customers look for ways to save money every week and our message will be that they can SAVE, in no uncertain terms. Nothing subtle. Nothing pretty. Just a simple message that every customer can understand. And hammered home in broadcast media, the circular and POS in and out of store in a huge way
The result the communications package a led us to the positioning tagline to wrap the new brand around; Save All Over The Place,
Identical store sales rose an average $200,000 week over week as a result of the rebranding effort.
REBRANDING
A PROVEN WINNER
Aisle Displays
Point of Sale
Weekly Circular
Direct Mailer
Private Label Comparison
Basket Comparison Ad
Window Signs