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STILLWATER, Minn. -- In an effort to boost its profile in the competitive Twin Cities market, Cub Foods here is launching a new image ad campaign with the tag line, "Cub. The Store Next Door."
Created by Minneapolis-based Olson + Co., the new campaign, using television, radio and outdoor, includes two spots intended to provoke an emotional connection to the banner; in one ad, a mother is shown helping her young daughter make her first batch of homemade cookies; a voiceover intones, "To us, value is knowing that you can afford to bake cookies you never plan to eat. More savings, richer memories since 1968."
The campaign's outdoor advertising carries the same themes as the television ads and radio spots, featuring real people in their neighborhood stores talking about "this week's great deal" at Cub, according to local press reports.
Cub Foods, a Supervalu-owned banner, will also use the campaign theme in its weekly circulars and its Web site.
It's not the first time the retailer has worked with the local ad shop on image campaigns. In the spring of 2003, the two created a campaign using customer testimonials in an effort to remind shoppers of Cubs hometown roots and authenticity.
Food retailers in the Twin Cities market include Rainbow Foods, SuperTarget, Lunds, Byerly's, Aldi, Inc. and Internet grocery SimonDelivers, Inc. The market will soon be home to Wal-Mart Supercenter and Trader Joe's stores.