Sedano’s Taps Republica

NEW YORK Sedano’s Supermarkets, an independent chain in Southern Florida, said late Thursday it has selected Hispanic ad shop Republica as its lead agency.

Republica in Miami will handle advertising, promotions, pubic relations and community initiatives for the grocery chain, the agency said in a statement.

The ad shop will mount a regional marketing program in phases via TV, radio, online and in-store promotions, per Republica.

Sedano’s spent $3.5 million in measured media last year, per Nielsen Monitor-Plus.

Sedano’s Supermarkets serves Hispanic consumers via 30 stores in Broward, Miami-Dade and Palm Beach counties. The company was founded in 1962 by the Guerra and Herran families and has grown to become the largest independent grocery chain in Southern Florida.

The chain joins Republica’s client roster, which includes: Burger King, Frito-Lay, Pepsi, Walt Disney World and the Nielsen Co. (The latter is Adweek’s parent.)

Sedano’s account had been with SiboneyUSA for a decade. Both client and agency said that relationship ended amicably.