Piggly Wiggly is one of southern America’s most enduring and popular brands. It has been since Buzzy Newton created the franchise decades ago. It was the local grocery store. It was where folks knew folks and they could always find the kind of food that stuck to their ribs and warmed their hearts.
But times, they are a-changin’. With the proliferation of big box retailers like Wal-Mart, Publix, Kroger, and the like flooding the marketplace, “The Pig” was at a huge disadvantage. They couldn’t cut prices, they couldn’t offer as great a choice of merchandise and they couldn’t expand as easily as the big boxes.
About that time, Farm To Fork and Local markets came to the forefront of America’s psyche. Local was suddenly in and big boxes were suspect. The “Bigs” all claimed to be local, but how local can you be when you’ve only been in a market for five or six years and “local” is actually a thousand miles away.
And therein lay Piggly Wiggly’s opportunity.
I wrote the original purpose statement and tagline for the campaign--and began selling in the new positioning before leaving for another gig. Kudos to my creative department and subsequent creative director who helped bring the repositioning to life from that point.