Organic Retailer Wild About Marketing Campaign

NEW YORK — Natural and organic supermarket retailer Wild Oats Wednesday announced that it was expanding its “Fresh Look” marketing and advertising campaign to include its entire 23 state, 109 store operation. Previously, the program had been test-marketed in just nine states in which the Boulder, Colo.-based retailer has stores.

The campaign includes weekly newspaper advertising inserts, direct mail, in-store signage highlighting sale items and specials, more competitive pricing in certain markets, and more strategic merchandising efforts, according to Wild Oats president/CEO Perry Odak.

Total spend for the campaign was not revealed, but Wild Oats said it has spent $2.3 million on the “Fresh Look” advertising and marketing program since it was first tested in Colorado in mid-July. Wild Oats’ marketing is done in-house.

“As we continue to implement our increased advertising and modified pricing and merchandising strategies, we expect our comparable stores sales in these regions to continue to show gradual improvement,” said Odak.

Wild Oats, the nation’s second largest natural/organic supermarket chain behind Whole Foods, said the campaign is expanding to four additional states on Wednesday, bringing the total to 13, as part of its national “phased roll out” strategy.