Indie grocers team up to promote private brands
A few independent stores are rolling out a content marketing program to support their private brands. The elements will include custom, branded recipes using their store brands, digital videos, in-store displays and social media content.
Brookshire Brothers, Stater Bros., Price Chopper, Roche Bros. and more are working with Salt Lake City, Utah-based Associated Food Stores (AFS), an organization serving more than 400 independent retailers on the West Coast, and Vimax Media, a Detroit-based agency, to create custom content for their store brands.
The retailers and wholesalers involved are aggregating efforts to save money and add some efficiencies to how they develop content, according to AFS. The program is a continuation of a content subscription program that AFS rolled out previously with Vimax Media, consisting of aggregated weekly food content aimed at boosting in-store foot traffic, increasing customer engagement and building awareness of the store brands involved.
Some private brands under the retailers include: Simply Done, Full Circle and Valu Time, both under Price Chopper and Brookshire Brothers. In addition, Brookshire Brothers provides a namesake Fresh Harvest label of foods, @ease, Buckley Farms and more. Price Chopper oversees a PICS food brand and Pure Harmony pet brand among others.