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    Roundy’s Gets Fired Up for Second Round of ‘Chairman Bob’ BBQs, TV Spots

    To help kick off the summer and roll out the red carpet for customers, Roundy’s is once again hosting a six-city barbecue event for shoppers that will be headlined by the Milwaukee-based retailer’s chairman and CEO, Bob Mariano, a.k.a., “Chairman Bob.”

    To help kick off the summer and roll out the red carpet for customers, Roundy’s is once again hosting a six-city barbecue event for shoppers that will be headlined by the Milwaukee-based retailer’s chairman and CEO, Bob Mariano, a.k.a., “Chairman Bob.”

    During the “Meet Chairman Bob Barbecues,” Roundy’s customers will have a chance to visit with Mariano, who once again stars as Chairman Bob in Roundy’s commercials, the latest of which have recently begun airing on behalf of the chain’s Pick ’n Save, Copps and Rainbow banner stores in Wisconsin and Minnesota. The new ads build on the company’s “Chairman Bob” campaign that launched last year, in which Mariano starred as “Chairman Bob” and was shown conducting a series of food inspections with the help of his “bobtourage.”

    Phase one of the campaign touted the quality of Roundy’s private label, while the second round of commercials, which launched earlier this spring, focuses on Chairman Bob’s (and Roundy’s) commitment to providing its customers with high-quality produce and bakery items. In one commercial, Chairman Bob is surrounded by his Bobtourage as he traipses through the farms, fields and patches of Arizona, California and Texas in search of the best tomato, cabbage and watermelon. The second commercial finds Chairman Bob inspecting a freshly baked cake and providing it with its finishing touch -- a cherry on top. The campaign will continue with billboard and radio ads throughout the summer.

    Meanwhile, the Meet Chairman Bob Barbecues will provide customers an opportunity to enjoy lunches featuring Roundy’s brand products for just $1, with all proceeds benefiting local charities. Roundy’s launched the Meet Chairman Bob Barbecues in 2008, when Mariano went on a five-city tour to Pick ’n Save, Copps and Rainbow stores across Wisconsin and Minnesota. The barbecue bashes were a smash, drawing a combined attendance of more than 10,000 people and raising more than $10,000 for local charities.

    “I cannot wait to hit the road and meet more customers this summer,” said Mariano. “Being involved and sustaining our local communities [are] top priorities for us. These barbecues give us a chance to have some fun with our customers and employees, while raising money for organizations that make a difference in the communities.”

    Roundy’s operates 151 grocery stores under the Pick ’n Save, Copps, Rainbow and Metro Market banners in Wisconsin and Minnesota.

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