Bowl & Basket reemerges in-store

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Bowl & Basket reemerges in-store

By Dan Ochwat - 07/09/2020

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.

The signs help reaffirm to shoppers that Bowl & Basket is indeed a ShopRite brand in case the stylish look has them thinking otherwise.

The signage captured here focused solely on Bowl & Basket, but the retailer also transformed its paper and household goods brands under the name Paperbird. Store Brands profiled the Wakefern own brand team about the launch of the two dynamic store brands back in November 2019 when the launch readied for shelves.

For more on the retailer’s operations, Path to Purchase Institute members earn access to more than 1,900 images and 220 articles of marketing and merchandising activity at ShopRite as well as a full Retailer Profile outlining the chain’s operations and strategies.

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