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Classic Southern grocery chain Piggly Wiggly is beating snooty rivalHarris Teeter at itsown game.

Print and billboard efforts from Rawle Murdy Associates are touting the Charleston, S.C.-based retailer’s wine selection, organic produce and local suppliers to capture the area’s “wine-drinking hummus eaters.” It’s already got their grannies.

“Piggly Wiggly’s been around so long, it’s considered the shop Grandma uses,” said Ashley Perrucci, arepresentative for the Charleston shop.

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