Jacobson Rost Stresses Savings at Supermarket

CHICAGO Independent agency Jacobson Rost touts Piggly Wiggly’s value positioning in a new advertising campaign for the supermarket chain under the theme, “Shop the pig and save.”

In three new television spots breaking today from the Sheboygan, Wis., agency, an animated version of the company’s Mr. Pig character smashes prices while taking special care of produce (promised as “pampered to perfection”).

“At Piggly Wiggly, our No. 1 priority is serving our customers and offering value,” said Louis E. Stinebaugh, president and chief operating officer of Piggly Wiggly parent Fresh Brands, in a statement. “Our new advertising campaign communicates to consumers that if they haven’t shopped at Piggly Wiggly lately, they are missing out.”

In addition to the TV commercials, the campaign includes radio spots and outdoor billboards, as well as revamped point-of-purchase signage and a redesigned weekly circular.

Spending on the effort was not disclosed. The company has 81 franchised Piggly Wiggly supermarkets and 12 corporate-owned Piggly Wiggly stores in Wisconsin and Northern Illinois.