Looking to build its photo-processing presence, imaging company Agfa launched a new campaign this month that claims its minilab offerings are “everything you need to succeed.”

The print and direct mail work, by Goodspeed & Associates in New York, seeks to convince grocery and supermarket executives that they’d benefit from having the onsite photo-processing centers in their stores.

One warm-red-hued print ad portrays the “Agfa Minilab Kit” as an easy-to-use toolbox, with the copy, “Every requirement an onsite photo lab needs to succeed can be supplied in one single package from one single source, Agfa.” Copy also notes that Ridgefield Park, N.J.-based Agfa offers financing plans, tech support and an Agfa account manager to help out with the onsite-processing centers.

The new tagline is, “Agfa Profit Centers. We’re on a roll.”

Agency president Bill Goodspeed said the idea was to be more informative than visual, without relying on humor. “If we got too gimmicky and too cutesy, [readers] might turn the page too fast,” he said.

Print ads, which include one set to break in April, are running in trade magazines such as Supermarket Business. Direct-mail work features a series of pop-up cards detailing various Agfa minilab qualities.