Bashas spotlights local produce in advertising campaign ahead of 90th anniversary


Dive brief:

  • Bashas’, a grocery chain primarily located in Arizona, launched a six-month advertising campaign “[email protected]”” to highlight fresh produce, including handmade donuts, baked bread, fresh ground beef, and produce from Arizona farmers.
  • During the campaign, the grocer plans to have celebratory items, including a giveaway, for each of their featured products, the grocer’s spokesperson Ashley Shick wrote in an email.
  • The campaign celebrates why Bashas is unique as the grocer looks to refresh his brand ahead of his 90th birthday next year, Shick said.

Dive overview:

The “[email protected]The campaign kicked off Monday with a donation of donuts. The grocery store is proud of his donuts, which are made from scratch in stores and available in 59 flavors and varieties. The grocer highlighted its scratch-off baking of donuts and other baked goods as a key differentiator, allowing for more customization, more experimentation with flavors, and better quality.

The integrated broadcast and digital media campaign aims to remind shoppers of its “best value groceries,” while showcasing its unique offerings. Shick said the initial campaign concept was developed in-house. “The concept was used as a central element in our ad agency review process, where we selected the right local agency partner to develop and execute the campaign,” she wrote in an email. .

Many grocers put more emphasis on their fresh produce. Some, like Schnuck Markets and Sprouts Farmers Market, are opening up alternative formats focused on fees. Grocers see the fresh perimeter rebound, with nearly 32% of sales in the first half of 2021, according to a report by the Food Industry Association. Meanwhile, health and safety issues associated with supply chain issues are give a boost to local products, NielsenIQ found last year.

Bashas also uses the campaign to tie together its local produce and its history as a local business. For example, a sign in the fruit and vegetable department says “Local like us” in the advertising spot. Earlier this year, the grocer partnered with Forager, a tech company that connects retailers with local food suppliers, to make it easier to work with local brands.

The campaign also reaffirms the strong identity of Bashas in Arizona as it is owned by a new owner. Earlier this month, Raley’s signed a definitive agreement to acquire the Bashas family of stores, and the transaction is expected to close by the end of this year. Bashas will continue to operate its existing banners and maintain its corporate headquarters, over 100 stores and a distribution center in Arizona.


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