Roundy’s Looks to Grow With Kerker

CHICAGO Roundy’s Supermarkets, parent company of Rainbow Foods, Copps and Pick ‘n Save, has awarded its $12 million advertising account to Kerker after a review, according to the agency.

The independent Minneapolis shop will handle account planning, brand strategy, creative and media for the Milwaukee-based company. The client had asked agencies to create a strategy to help it expand its supermarket chains in Minnesota and Wisconsin.

“Kerker nailed our situation. They became familiar with and understood our stores from the inside out,” said Robert Mariano, chairman and CEO of Roundy’s, in a statement. “Their focus is to help us build our grocery store brands around what consumers expect from each and every shopping experience. We will start in-store and over time create a more meaningful presence in the communities we serve.”

The independent agency beat Interpublic Group’s Campbell Mithun in Minneapolis and WPP Group’s Young & Rubicam in Chicago for the business, according to sources. The incumbent, independent agency Periscope in Minneapolis, did not participate.