Superstores have made shopping impersonal. "There is a place in people's lives for a traditional supermarket, one that is friendly and convenient like Piggly Wiggly. Save with this week Piggly Wiggly Ad Specials, and get the limited time savings on fresh produce & fresh meats, BBQ sauces, cooking oils, frozen foods, and. "But in our research, consumers told us Piggly Wiggly takes the hassle out of shopping because we're convenient and friendly. "Almost universally, consumers believe grocery shopping is a hassle," Wright told the convention.
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Wright said the TV spots will feature a representative talking about Piggly Wiggly's heritage and the convenient shopping experience its stores offer - two of the franchise's perceived strengths as determined by consumer research. "We're already well-known in the markets we're in - our task now is to revitalize our image." Prior to the speech he told SN, "This is not an overhaul of Piggly Wiggly, but more of a renewal of what we've stood for the last 81 years and a way of saying there is still power in the Piggly Wiggly franchise. Wright unveiled details of the $1.5-million ad campaign in a speech to the National Piggly Wiggly Operators Association in Nashville earlier this month. The three 30-second spots will run on the Family Channel, Lifetime, The Nashville Network and TBS.Ĭomplementing the TV campaign will be in-store merchandising, local store marketing and public relations initiatives, said Larry Wright, president of Piggly Wiggly. "Piggly Wiggly - Down Home, Down the Street" will be the theme of Piggly Wiggly Corp.'s first-ever TV advertising campaign.
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