A visit to two New Jersey ShopRite stores in Union and West Long Branch highlighted slick in-store displays touting its Bowl & Basket private brand. Wakefern recently announced its ShopRite store brand would be expanded inside Price Rite locations, including the introduction of some new ice cream flavors under the store brand.
One aisle violator, as discovered in the wild by editors at sister organization The Path to Purchase Institute, highlighted a new flavor of gelato, clearly a focus of the new campaign. Additionally, the retailer posted about its new ice cream bars on Facebook, and ran posts on Twitter and Instagram. Circulars and in-store promotions tied to national brand purchases also helped gain trial of the private brand.
Two cold vault signs in-store, however, truly stood out among the latest ShopRite campaign. One sign showed a side-by-side, before-and-after look of the newly designed store brand. Another sign for butter, highlighted the transformational look.