Fairway launches 'Big' campaign
The “Eat Big, Live Large” program kicked off with a video showing a woman making a splash at a workplace lunch meeting by pulling a grilled steak and cheesecake from a brown bag, in contrast to the sad looking salads and cold-cut sandwiches of her co-workers.
The campaign includes a Facebook photo contest offering all shoppers who send a picture of how they “eat big” $10 off a minimum purchase of $110 at Fairway stores, with prizes for the most popular entries.
The campaign accompanies a message on prices delivered through a newly revamped Big Deal Basics program offering everyday low prices on a variety of staple items identified in stores with red and yellow signs, along with weekly “big deals” from the circular.
Speaking at a conference call last month, Fairway CEO Jack Murphy said the campaign would reintroduce Fairway to shoppers by emphasizing what it stands for. It comes as Murphy and newly named chief merchandising officer Dorothy Carlow address falling same-store sales at the iconic chain with 14 locations in greater New York.
Source: supermarketnews.com
