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    Sweetbay Branding Effort Earns International Recognition

    TAMPA, Fla. -- Kash n' Karry's ongoing transformation into Sweetbay is gaining accolades from outside of the grocery world as a noteworthy feat of branding.

    TAMPA, Fla. -- Kash n' Karry's ongoing transformation into Sweetbay is gaining accolades from outside of the grocery world as a noteworthy feat of branding.

    The project's contract advertising and marketing communications agency, The VIA Group, received a "ReBrand Distinction" award in the ReBrand 100 international competition for its work with the chain. VIA helped create the name and identity for Sweetbay Supermarket, and worked on everything from in-store d├ęcor, signage, and brand guidelines to business systems, product packaging, and advertising.

    PROGRESSIVE GROCER profiled the Sweetbay format as the Store of the Month in the March 1, 2005 issue. To view the story online, visit: http://www.progressivegrocer.com/progressivegrocer/firc_new/search/article_display.jsp?vnu_content_id=1000818590

    "VIA was great to work with, incredibly strategic, and smart," Steve Smith, v.p. of marketing for Sweetbay/Kash n' Karry, told Progressive Grocer. "The agency helped bring creative flair to bringing the brand alive. They delivered incredible work on time and on budget."

    Smith said the launch of Sweetbay in Ft. Meyers-Naples, and now Sarasota-Bradenton, has been "overwhelming" in terms of consumer response. "We're ecstatic. Sweetbay is a product of a ton of people's hard work," he added.

    There are now a total of 17 Sweetbay Supermarkets in Florida: one in Seminole, nine in Ft. Meyers-Naples, and seven in Sarasota-Bradenton. Eight more grand openings are planned for Sarasota-Bradenton, according to Smith.
    -- Jenny McTaggart

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