Schnucks Promotes ‘Peace of Mind’
When Schnuck Markets rolled out the first phase of its “Peace
of Mind” ad
campaign in January, the 105-store grocery chain pointed to its competitive
prices on the top 1,700 items it sells.
Enter phase two and Schnucks is promoting
the quality of the products it sells while pointing consumers to the “Schnucks
Consumers who visit the site enjoy an interactive, multimedia environment where
they earn entries to win up to $25,000.
Bob Howard, vice president of marketing
for Schnucks, said the site was designed to provide information to people who
have an interest in learning more about the food they eat. The program runs
through July 3.
“This is the first time we’ve really talked about the quality side,” Todd
Schnuck, president of Schnuck Markets, told the St. Louis Post-Dispatch. “We
see real differences between what we do and what the competition does and we
want to make sure the consumer understands that.”
Mr. Schnuck said the
first phase of the “Peace of Mind” campaign
was focused on making sure that the chain could compete on price with limited
assortment grocers, mass merchandisers and supercenters.
“Our statement is that you don’t have to go to these other stores for
very competitive pricing or for the best quality,” he told the Post-Dispatch.
- Schnucks Invites Customers to Visit Schnucks QualityVille – Schnuck Markets,
- Schnucks rolls out new ads as grocery competition intensifies – St. Louis
Discussion Questions: Why do so few retailers, particularly in the grocery channel, create campaigns that focus on something other than price? Is Schnucks on the right path with the quality angle in its advertising?