Chairman Bob ApproveD

Pick n Save, Copps, and Rainbow Foods were all owned by Roundy’s, and all three sold Roundy’s own store-brand products. But none of them had ever really supported that brand. It was losing to national brands and to Target’s Archer Farms and Costco’s Kirkland. The CEO wanted to change the profit trajectory of the entire business.

Chairman Bob personally tasted, tested, and approved every product before it could carry the Roundy’s name. Shoppers trust a real person more than they trust a package claim. Put the two together, and the fix was obvious: let them see him.

A campaign put Chairman Bob himself in the advertising, over his own objections, making him the face of a quality standard no other store brand could claim. TV, digital, social, and OOH all carried his name and his reputation for it. He became a crowd favorite at store events and openings.