Sedano’s Mounts Rebranding Push

NEW YORK Sedano’s Supermarkets, an independent chain in South Florida, this week launched a rebranding campaign via radio and TV spots designed to take the grocery brand back to the future.

Ads breaking via local media showcase the personal stories of store customers who offer their reasons for shopping at the neighborhood Hispanic store, highlighting the chain’s history and service to the local Hispanic community.

Two TV spots, “Amanda” and “Rolando,” feature Miami residents — often with cherished products like locally-grown avocados in hand — boasting about the chain’s product offerings and competitive prices.

“The new campaign identifies and embraces the loyal Sedano’s customer and connects with the future expanding customer base,” said Javier Herran, the client’s director of marketing.

This marks the first campaign by the chain’s new lead Hispanic shop, Republica, Miami, which also handled media. (The grocery chain said in late June that it was ending its 10-year relationship with Siboney USA.)

“The new spots cherish the rich history of the brand, yet invite new customers to experience the many offerings unique to Sedano’s,” said Jorge Plascencia, Republica’s chairman and CEO.

The grocery chain’s ad spending in measured media has reached $2 million through May of this year. In 2007, ad spending totaled about $3.5 million, per Nielsen Monitor-Plus.