FGW Adds SuperValu Drugs

Freedman, Gibson & White is creating a corporate branding campaign for SuperValu Pharmacies, which consolidated its ad vertising account at the agency following a review.

The Cincinnati shop bested three agencies for the grocery chain’s drug-store business. The win includes media buying and planning. Spending was not disclosed, but the Minneapolis-based chain spent about $20 million on advertising last year, according to CMR.

SuperValu operates its pharmacies as separate units within each of its regional grocery chains, which go by the names bigg’s, Shop ‘n Save, Cub Foods and Scott’s. Previously, the company used a different agency for each chain’s pharmacy unit.

Minneapolis shops participating in the review were Olson + Co., which handled pharmacies within the Cub Foods chain (and which maintains the grocery brand), FFwd Advertising and The Foley Group, according to Pam Caselius, SuperValu’s senior marketing manager.

The incumbent for Scott’s pharmacies, Reilly & Co. in Fort Wayne, Ind., declined to participate. Advertising for Shop ‘n Save’s pharmacy was in-house.

FGW, which has handled the bigg’s account in Cincinnati for five years, had bigg’s pharmacy business for one year. The agency will maintain bigg’s grocery business as well.

SuperValu chose to consolidate its pharmacy work at a single shop in an effort to achieve a more unified brand message, Caselius said.

“The idea is to create a con sistent theme,” said John Beard, FGW partner and director of client services.

Previously, SuperValu marketed its pharmacies via outdoor and radio ads that stressed quality and service. Advertising for the drug stores generally was tied to the marketing of each grocery.

The branding work from FGW is scheduled to break in the fall, Beard said.

To handle the account, FGW hired three employees and plans to add a fourth person, increasing its staff to 40 people.

“That is the largest we have ever been,” Beard said.

SuperValu is now among the agency’s largest clients, which include U.S. Bank, formerly Firstar Bank, Minneapolis.

A month ago, FGW was named lead agency for CBD Media, parent company for the Cincinnati Bell Yellow Pages, Work Book and CincinnatiExchange.com.