Phar-Mor Backs New Stores

Yaffe & Co. this week launches a branding campaign for Phar-Mor’s renovated “Super Phar-Mor” drugstores, the chain’s first such effort in about five years, as it continues its repositioning.
The work includes five 30-second TV spots, three radio spots, newspaper and direct mail circulars breaking today in Phar-Mor’s major Ohio and West Virginia markets, said Michael Morin, executive vice president at Southfield, Mich.-based Yaffe. The ads will break in other markets in January, he said.
The TV spots are filmed from the perspective of a Phar-Mor shopper taking advantage of the store’s expanded offerings.
Phar-Mor has remodeled 23 of the 106 stores it operates in 12 markets to include fresh, frozen and refrigerated foods. Renovations at 10 more stores are planned for the next six months, Morin said. Once remodeled, the stores get the “Super Phar-Mor” name. All the spots include a jingle with the new tagline: “You’re more than just a drugstore. You’re super, you’re Phar-Mor.”
This ad push is the Youngstown, Ohio-based discount retailer’s largest since Yaffe took on the account five years ago. Phar-Mor spent $2.3 million on advertising last year, according to Competitive Media Reporting, but the company has budgeted $20 million for this effort, Morin said.